From the category archives:

Marketing Metrics and Reporting

Marketing Analytics: The Value of ‘Getting to Know’ Your Data.

In a perfect world, analysts and business teams work collaboratively to develop and implement marketing programs. Throughout the process, ideas are shared, analyses and reports are vetted, and decisions are made based on knowing all the facts. The world is not perfect. As analysts, we often receive requests without a clear understanding of purpose, without all the facts, and with very aggressive delivery timeframes. The more we know, the higher the likelihood that we can spot issues and inconsistencies, raise them, and prevent costly mistakes.

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9 Key Marketing Metrics Every Company Should Measure (PPT)

Organizations should begin to standardize marketing measurements across their sales channels, business units, and media. With standardized measurement, you can get closer to the more complex process of tracking Corporate Brand Equity, Market Share, Marketing ROI and Product & Customer Profitability. In this deck we share the 9 key marketing metrics every company should measure and how you might think about them.

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4 Part Marketing Maturity Series: From Message Strategy to Multichannel Campaign Management

Over the past year, Martha Bush, SVP Strategy and Solutions here at SIGMA, has written some insightful articles around building a campaign management practice. In this articles she mapped out everything from messaging strategy to analytics and insights and everything in between. We thought we’d pull these articles together in one post to provide easy access to her wealth of knowledge around the beginning-to-end process of marketing campaigns.

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Marketing Analytics: Applying 80/20 Principles to Model Decile Reports

Modelers and Analysts often show model validation and results using Decile Reports (reports in which a population is sorted by model score and then split into 10 equal sized groups of data). A Quintile Report is a variation of the Decile Report, where data is broken out into 5 equal groups. Decile and Quintile Reports are a useful means of viewing model results; a good model demonstrates that key metrics are better for highest scored records.

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In Praise of Doing Something with Web Analytics

The web person or web team splintered off from other departments and was sequestered into distant cubicles to huddle over text editors or Dreamweaver. The department meetings were just as likely to devolve into critical analysis of middle period Elvis Costello albums as produce substantive business decisions. (“Goodbye Cruel World was an awesome record; you just don’t get the vision, man.” “Dude, Elvis doesn’t even think that was a good record.”)

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Top Content for September 2011 – Analytics and Marketing.

Top marketing content from September 2011 on marketing trends, customer engagement, web analytics, multichannel messaging, marketing metrics and more. Check out the popular content you may have missed last month.

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9 Key Marketing Metrics Every Company Should Measure.

When organizations begin to standardize marketing measurements across their sales channels, business units and media, the closer they will come to the more complex process of tracking corporate Brand Equity, Market Share, Marketing ROI, and Product and Customer Profitability.

Here are 9 metrics every marketing organization should be measuring :

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Business Intelligence Is Making the Past a Future Destination.

Bring the American Experience to Life – travel through America’s past. See where ideas were spawned that changed the world.

These are words used to describe a famous American attraction. The marketing team at this museum is capitalizing on its own spirit of innovation to uncover actionable insights in visitor data and to demonstrate best practices when it comes to customer engagement.

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Attention Healthcare Marketers! Do You Know Where Your Members Are?

Many healthcare marketers are struggling with multichannel campaign planning, design, execution and measurement. Often, a paradigm of thinking about member or customer campaigns as traditional direct mail, with perhaps some email marketing, still exists and other channels are viewed as “everything else.” In fact, the ownership for digital, web, mobile, etc., may exist in other departments. One of the biggest challenges facing healthcare marketing teams at all levels is to organize teams, resources, data and technology around what matters most – how your customers and members are engaging with you at all levels, all touchpoints.

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Measure This, Not That In Your Web Analytics. Results May Vary.

Marketing professionals of all ranks and creeds have been exposed to enough web analytics over the past 15 years to be conversant. They’ve read enough blogs and trade publications to understand the basic metrics and their significance. “Measure This, Not That” is a common theme in the digital analytics space, and as the disciplines such as social media marketing and mobile marketing mature rapidly and coalesce with web analytics and e-mail analytics, a spate of new metrics and new spins on old metrics bubble to the surface.

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