Category: Metrics
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You Ask, I Answer: When To Pivot Marketing Campaigns
Sandie asks, “How often should I report and adjust my marketing campaigns?” We marketers should report on our campaigns whenever we’re asked to by our stakeholders. We should have internal reporting that’s near real-time so we can spot anomalies. In terms of pivoting, we should pivot once an action cycle has passed. Action cycles are…
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You Ask, I Answer: Learning Marketing Analytics Resources
One of the most common questions I receive is, “where do I get started learning marketing analytics?” Can’t see anything? Click here to watch on YouTube. Transcript and Video Notes Here’s the logical progression of training for burgeoning measurement folks in digital marketing today. Do these in the following order – courses, to build a…
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THINKing Out Loud: Analytics and Technologies
Riffing on an idea I heard yesterday at IBM THINK, what does it look like when we map technologies to various stages of the analytics hierarchy? From Microsoft Excel spreadsheets to deep learning, how do the different technologies line up? Can’t see anything? Watch this video on YouTube. Listen to the audio here: Download the…
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You Ask, I Answer: Meaningful Engagement Social Media Measurement
Tony Dunn asked, What are some unique tips, scripts or tools to measure “meaningful interactions”, vs using typical engagement metrics like impressions, clicks, likes, etc? (beyond counting replies or comments) This is partly in reference to Facebook’s algorithm change, but also speaks to a much deeper measurement issue lurking within social media. The answer? Use…
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The Importance of 3 Buckets of Digital Marketing Analytics
In order to know what to fix, we need to understand the relationships between our metrics. We have so many to choose from. How do we make sense of any of them? If we don’t understand the relationships between our metrics, we spend time fixing things that aren’t broken or ignoring the things that are.…
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You Ask, I Answer: Gating High-Value Blog Posts For Content Marketing Attribution
Stedman asks, Many companies publish e-books and whitepapers that require you to sign up before you can read them (“gated content”). I’d like to apply this to blogs more generally: gating certain blog posts until the user has provided their email address. If readers are willing to give their emails to get access to useful…
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Marketing AMA: What Metrics Go Into Marketing Reporting Meetings?
Recently I had the opportunity and privilege to address the corporate marketers community with MarketingProfs in an Ask-Me-Anything forum. We spent an hour together tackling every manner of marketing question; by the end of the hour, we still had 50% of the questions left to address. I promised the community I’d get to the rest,…
