From the category archives:

Analytics

Web Analytics Opt-out: Is It the Beginning of the End of Web Analytics?

When Google announced on their blog that they were releasing a browser add-on that gives web surfers the choice to opt-out of being tracked by Google Analytics, a few confused marketers commented that they thought this would lead to the end of Google Analytics as we know it.

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Sophisticated Data Modeling and Analytics Lead to Better Marketing Metrics

Marketing professionals need to track and analyze the effectiveness of their marketing programs. Best practices align marketing activities, strategies, and metrics with business objectives. Creating a framework to track and measure marketing performance is critical in today’s marketplace. Marketing metrics focuses on measuring, managing, and analyzing performance to maximize effectiveness and optimize marketing ROI. Three elements play a critical role in managing marketing performance; data, analytics, and metrics.

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CMOs Need to Grow Up to Sit at the C-Level Table.

There is a general consensus that marketing is both an art and a science. With the increased importance of technology in today’s marketing environment, it’s clear that the pendulum has swung to the science side of the equation. Technology, analytics, and measurement are at the forefront and, with the pace of change expected to quicken going forward, they’ll only increase in importance in coming years. A technology-enabled CMO will help companies prosper in this new world order of marketing.

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Optimizing with Lean 5S

The purpose of 5S is to encourage office employees to develop their work environment in ways that reduce waste, time, equipment, and supplies. When used correctly, 5S can increase office productivity. An office that gives employees a say on how to obtain better focus, fewer errors, and higher productivity is an office that will have higher morale. Whether your office is following a Lean philosophy or not, 5S can help.

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There Is No Quick Fix. But Lead Generation Can Get You Off To The Races.

B2B pros should take a step back, breathe deeply and “look at the big picture” to determine the best way to approach lead generation.

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Do You Use Internet TV to Reach Your Customers?

Internet TV can be an excellent way reach customers in new ways. It allows for an unlimited number of narrowly focused television channels. Internet TV’s growing acceptance means an increasing number of viewers will be turning to the Internet for their television, providing an opportunity for businesses to inform viewers about their products and services.

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Should You Listen When Choosing a Listening Platform?

We’ve come a long way from the traditional clipping services. Social listening platforms are on the rise, and continue to improve and evolve. To purchase a solution based solely on price tag and other user’s opinions of the tool would be foolish. Remember that while other users are getting exactly what they might need out of one solutions, their needs may greatly differ from yours.

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The Web Content Management Maturity Curve

Web content management started as a nearly-exclusive responsibility of IT, the website group, or the agency responsible for digital publishing. Under the optimization phase, marketers are taking a more significant role in the management of content, with 36% taking an active role content authoring. This combined with the growth of the use of WCM to support marketing initiatives, has the marketing function with a significant stake in WCM technologies for the foreseeable future.

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Ruthless Environment Requires New Ways to Attract & Retain Customers.

The future of customer intelligence is going to be built on web analytics and how we use and share information. To optimize your multichannel strategies and develop the most comprehensive view of your customer, let web analytics drive your customer intelligence.

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Don Draper and the Long, Winding Road to Cross-Channel Marketing Success

As most B2B and B2C marketers look in the mirror halfway through 2010, it’s a time for a brief pause to reflect on what it takes to successfully integrate and measure multiple marketing channels. Let’s face it, the last 10-15 years in the marketing business have been like no other in our lifetime and the next decade promises to be even more interesting and exciting. Makes me want to watch another episode of Mad Men to pinch myself on how far the marketing industry has come. Imagine Don Draper (chief character in the excellent AMC series, Mad Men) in a room full of web analytics folks? And no one was smoking or drinking?

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