Archive for the ‘Data & Measurement’ Category

What marketing touchpoint drove the sale?

January 4th, 2016 No Comments

Your CRM or marketing automation tool can’t track the ROI of every campaign. How did your sales come? A combination of things: multi-touch marketing. But if you didn’t invest in marketing or even worse outsourced it – watch your sales plummet.  

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We’ve got marketing management all wrong

August 20th, 2012 No Comments

We’ve got marketing management all wrong. We’re defining the tactic – email, social media, trade shows, conferences, PR – without clear goals. As The Cline Group’s Josh Cline wrote, we’re putting the cart before the horse – running forward before we have the goals or a plan. It’s not a traditional or digital marketing divide. Companies are going to trade shows and looking for MARCOM pros with trade show experience without knowing what trade shows can do for their business

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Megacomm: Analytics for Business Goals

February 18th, 2012 No Comments

I had the pleasure of speaking this past Thurday at Megacomm, Israel’s main conference for technical and marketing communicators. Paula Stern and the entire team always put on an amazing conference. I was privileged to be able to present. At Megacomm, I spoke about how data analytics can be used to drive business results and the importance to measure business goals and the paths to meet these goals and go beyond the “What?” of traditional clickstream data to ask “Why?”

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Using Web Analytics to Measure Your PR Results

October 17th, 2011 No Comments

One of the things I’ve always advocated when consulting clients or internally is to measure business outcomes, not just activities. Digital marketing has actually made tracking actual business results much easier and much more accountable than print or telephone channels. In digital marketing, this requires web analytics. There are several types of analytics, but the most popular is click-stream, which tracks actual clicks and visits. Many of us have Google Analytics or other click-stream tracking set up … but many

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Is Your Store Making Sales? How about Your Website?

September 24th, 2011 No Comments

If you owned a store and no one came to the store, you would worry. You wouldn’t say, “Well, I did my job. I opened up my store. There’s even merchandise here and a semi-functioning cash register. Someone who really wants to buy can.” If that was the case, you would wonder what was wrong. Perhaps you would invest in a promotional campaign: maybe take out an advertisement, contact local media to try to get a story, give a sales

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