From the category archives:

Analytics

“I’m drowning in data, float me some insights!” Let marketing analytics be your life ring!

More and more marketers are using both web activity and offline data to make marketing decisions, and this trend will continue to increase – so there’s more data coming to add to the confusion. Investing in marketing analytics support services will keep you afloat and will also help you set a course and keep on tack as you navigate through the sea of offline and online data.

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Marketing Measurement and Analytics Top Ten Impediments to Success

Marketing measurement and analytics can’t be a “do it once and don’t look back” kind of process. Learnings are iterative and, when successful, initial analytics projects will stimulate a keen interest in learning more across the organization. The successful organization will make resources available to continue the research so findings are evergreen.

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The Sales Optimization Portal: A Critical Tool for Technology Marketers

For years there has been a huge chasm between marketing and sales when it comes to applied analytics. Marketing typically hired analysts to build predictive models to make direct mail and email programs more effective. But the findings of these models were rarely ever shared with Sales – and they were even more rarely turned into actionable programs for the sales teams.

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Nine Key Marketing Metrics every company should be measuring

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.

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Get Smart: Make Sure Insights from Marketing Analytics Reach Your Sales Force

Armed with an intelligence-based “playbook” of identified and prioritized account level opportunities for each product/service in the portfolio, the sales representative has a focused territory plan, with resources aligned to drive customer and market share growth, while shortening the sales cycle. Don’t leave the sales process out of the mix when applying marketing analytics and insights. Now that’s getting smarter!

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As a campaign metric, ROI beats response rate every time

A simple ROI calculation does it all: Test cell revenue/test cell cost. Run the numbers on your next campaign and you may find some fascinating new insights about the results of your programs.

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