Google Analytics is a firehose of data. The same is true of just about any analytics package you might be using. Drinking from a fire hose isn’t any fun, and…
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Are There Any Bad Marketing Metrics?
Are there any bad marketing metrics? You already know the answer is yes, absolutely. The real question is how to identify good marketing metrics from bad. First, let’s be clear…
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Are you connecting your marketing to business results?
I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that: Measurement was really important Measurement was really, really hard…
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SearchChat Podcast: Personalization–Meeting Customers in the Moment
Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to…
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Your Secret Weapon to Improved Conversions: Content Analytics
Persuading your web users to convert is always job one for a digital marketer, and there are plenty of weapons that digital marketers have at their disposal. Better targeting, A/B…
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SearchChat Podcast: How Marketers Can Use Data to Keep Your Seat at the Table
There’s major power for automation within marketing, and not everyone is harnessing it. In this episode of SearchChat, Steve Zakur and I ask: how can CMOs use both automation and…
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SearchChat Podcast: Own, Don’t Rent your Data
The surveys dropping lately show a staggering trend towards the hottest and most concerning topic out there: data. A recent survey by B2B Marketing and The MX Group identified the differences between…
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Are You Looking Deeply Enough Into Your Digital Marketing Analytics?
We get it: digital marketing analytics can be by turns annoyingly opaque and jaw-droopingly obvious. With a little effort and perhaps some outside help, you can eliminate those frustrations by…
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How Marketers Can Put Data to Work Next Year
Marketers continue to struggle with using data to grow their brands and businesses. But it’s clear that what will separate winners from the also-rans as we move forward in 2019…
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The Secret Value of Site Search
While rushing to close 2018 deals, business teams everywhere are also finalizing 2019 plans. Business cases have been calculated, lists have been prioritized and they’re getting to green light 2019…
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