Category: Metrics
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Should we play to our strengths or mitigate our weaknesses?
When we discuss marketing strategy, one frequent question is whether to mitigate our weaknesses or play to our strengths. How do we know which is a better strategy for our business? If we choose poorly, we waste an enormous amount of time and resources. Playing to our strengths when our weaknesses are overwhelming means negative…
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How To Track Offsite Conversions With Google Analytics
Michael Mindes of Tasty Minstrel Games asked: This is a terrific question. Let’s walk through the steps to understand how to use Google Analytics to track offsite conversions. To make this work, you’ll need a Google Analytics™ account and a Google Tag Manager™ account, both of which are free. Offsite Conversion Value Let’s begin with…
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The Next Evolution of Analytics is Proactive
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Are you prepared for the next evolution of analytics? If not, now’s the time to prepare for what’s next and seize competitive advantage by being early in what’s next. Let’s look at where analytics has been: Descriptive Analytics In the beginning, having any kind of data at all was an accomplishment. Veteran marketers remember the…
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Avoid Optimizing For Only One KPI
We love key performance indicators in marketing, because they’re often the yardstick by which our efforts are measured. We’ve discussed the difference between KPIs and metrics previously, as well as what marketing’s top KPIs are. Today, let’s explore a critical error many marketers make: optimizing for one KPI. What is Optimizing for One KPI? Optimizing…
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Key Performance Indicators
One of the most difficult things to understand in marketing strategy is the key performance indicator. What is a key performance indicator? What’s the difference between a key performance indicator and a goal? Goals are objective metrics. They answer the question of whether we’re there yet in the road trip of life. If goals are…
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The Purpose of Modern Marketing
The purpose of modern marketing is to fuel our referral engine. Referrals – word of mouth recommendations – are what truly power a business. Our best new customers come from… our best current customers. If the referral engine isn’t generating new business for us, then our product or service isn’t good enough to generate word…
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A Video Tour of the New Google Search Console Beta
Google Search Console, formerly known as Google Webmaster Tools, is undergoing an interface refresh. Much has changed – new reports and reporting capabilities, new visibility into sitemap errors, and lots of missing stuff that hasn’t been ported from the old version of the software. In this video tour, join me as I walk through what’s…
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Marketing At Mega-Events Without Mega-Budgets
Major conferences such as CES, DreamForce, and IBM THINK have hundreds of thousands of attendees, hundreds of announcements, thousands of vendors and partners, and millions of articles, social media posts, and emails. Against this exceptionally noisy backdrop, how could we possibly stand out if we don’t have multimillion dollar budgets? To stand a chance of…
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The Two Most Important Marketing KPIs For The New Year
We have more metrics and analytics at our disposal than ever before. We have access to data from dozens of internal sources and hundreds, if not thousands, of public repositories. Yet, marketers seem more confused, more bewildered than ever before when it comes to measuring the impact of marketing. Let’s simplify our marketing analytics for…
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2017 Blog Metrics in Review, Part 3: Action
As is customary this time of year, we look back at the year that was. What were the top posts of the year? What caught your eye, convinced you to click, and compelled you to share? I’m a fan of looking at our marketing through more than one lens. This week, we’ll walk through my…
