For anyone that has been in the marketing industry for a while, you’ve no doubt noticed the explosion in the marketing technology landscape. It seems there are ever-increasing numbers of social media, content marketing, influence marketing, SEO, and performance and analytics platforms cropping up at …
Tackling the Marketing Measurement Challenge: Option 2 – Online Dashboard Solutions
Online dashboard solutions have grown in popularity over the past five years as simple, cost effective way to deliver automated dashboards. This type of solution is designed to allow marketers to connect directly to various types of common systems such as Facebook and Google Analytics …
Tackling the Marketing Measurement Challenge: Option 1 – Microsoft Excel & PowerPoint
Microsoft Excel, or the Marketer’s binky, as I often refer to it, has become the default solution to tackling the data challenge we face in Marketing today. The process goes something like this: We download multiple reports from all the marketing systems we use, we piece …
Tackling the Marketing Measurement Challenge: A Review of Five Primary Options
As the co-founder of a marketing analytics firm, I have found over the many years we have been in business that the two most common questions we as marketers need to answer are the following: What Happened? – Did this campaign work? Did we drive …
5 Steps to Prepare for Data-Driven Omnichannel Marketing
The majority of the marketing and executive decision makers are convinced that using data to inform the decision-making process is not only worthwhile but necessary to operate in today’s marketplace. However, information about how to get started in this space is lacking. The purpose of …
Understanding the Customer Decision Journey
Watch a snippet of Matt Hertig’s provocative talk, “The First Rule of Marketing Analytics: Forget the Customer.” In this video, he explains that the customer journey is no longer linear: neither should be our means to understand it.
Do You Have a Marketing GPS?
For more than seventeen years, I have been commuting back and forth to work, 80 miles each day. Of course, with the joy of commuting comes the joy of traffic. Yes, like many of you reading this, I am one of those people sitting behind …
Stop Showing Me Pretty Graphs & Charts
There is a lot of hype and over promising by visualization software providers today. The promise of these types of providers, such as Domo and Bime to name of few, is that with their type of solution, your analytics problems will be solved. The reality …
How Marketers Should Answer “What Is It You Do Here?”
If you’re a marketer, there’s a possibility you’ve been asked, likely in the absence of any reality, this infuriating question by a salesperson: “what is it you do here again?” Salespeople live in a world between the brass tacks of success or failure. You hit …
The Million Dollar Marketing Question
What would you do with a million dollars? With a million dollars, I can think of a lot of things to do. Invest in my kids college, pay-off the house, take a nice trip, buy a house on the beach, well I could go on. …