Does marketing work? This isn’t a new question. Frankly, this question has been asked for years and marketers have done a fantastic job of answering the question with their best interpretive tap dance in front of senior management since marketing has historically been difficult to …
Top Five Red Flags When Evaluating an Agency
Keith Kochberg, CEO of iMarketing LTD, wrote about ensuring marketing agencies are delivering what they promise, titled Top Five Ways to Tell Your Online Agency is Faking It. To highlight, the top five red flags are: Is your agency regularly testing different opportunities? Do you …
10 Must-Have Facebook Metrics
Not sure how to measure success on Facebook? Start with 10 actionable Facebook metrics to show you how your content strategy is performing (or to help create a strategy), what your editorial calendar should be and where you should focus your effort to get more …
The Case for Web Testing and Optimization
A/B testing — why even consider it? To put it simply: because we’re wrong – about 80 percent of the time, according to some estimates. We all know the marketing manager who fancies herself a Web designer. Or the business unit leader who can’t make …
Lost in a Sea of Reports!
Measuring its results has always been one of marketing’s biggest challenges. Historically, traditional marketing efforts such as print, radio and TV advertising produced little measurement data – let’s call this the “data pond.” Marketers would use very basic fishing tools such as Excel to try …
ROI = Return on Investment or Return on Ignorance?
If you look closely, most marketing organizations have fallen into the “herd” mentality, blindly following the latest trends that are hot in today’s marketing ecosystem. The leader of this herd is whoever is beating the loudest drum about creating attention for the “next big thing” …
Adobe (Omniture) SiteCatalyst vs. Google Analytics – Round 1: Unexpected Cost Savings
From our experience with Fortune 500 companies, Omniture SiteCatalyst (now Adobe SiteCatalyst) has always been king. In many regards, the king has been dethroned. SiteCatalyst, along with the entire Adobe Online Marketing Suite, has capabilities that Google Analytics does not provide. However, those capabilities (which …
Alight Analytics launches new marketing channel attribution platform, ChannelMix
KANSAS CITY, MO – Alight Analytics announced today the launch of its new marketing channel attribution platform, ChannelMix, built to simplify marketing analytics. ChannelMix delivers a single source of truth from which all team members and agencies build upon to enhance and optimize marketing …