Posts Tagged ‘Analytics’

Marketing Smarter: Are Marketing Tools Hurting or Helping Your Efforts?

Work smarter not harder using marketing software tools to enhance your strategyLet’s start by saying we are very excited about the software, apps and programs available to help facilitate and analyze marketing and communications activities.  But, let’s also keep in mind that marketing software tools are designed to augment a well-defined strategy, not replace it.


In fact, if not used properly, marketing tools can actually hurt your bottom line. A solid marcom strategy still needs to lead the way.

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Creating a Content Marketing Plan- Part 4

content plan, content marketing, content success, digital strategyPart 4 of 4: The final steps

According to the 2017 report from the Content Marketing Institute, more B2B companies are becoming more successful with content marketing. But it all starts with a plan! So here’s the final push… the homestretch… get ready to tackle publishing and promoting your first piece of content, celebrating your successes and reviewing the results.

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Steps to a Successful Content Marketing Plan- Part 3

content marketing, content plan, content calendar, content review, content strategy

Part 3 of 4: final content prep

By the end of these 3 weeks, you’ll be nearly ready to tackle content marketing like a pro. The last segment reviewed how to audit your current content, document your new content strategy and how to create topic ideas that fuel this new strategy.  Up next is creating a content calendar based on priorities and ‘low hanging fruit’, fine tune SEO and successfully review and edit your first piece of content.

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Knowing the Limitations of Marketing Automation

Robots vs. Humans

Marketing automation is an exciting topic these days. Very few other management platforms combine both marketing, sales and analytics functions effectively into one package. When done correctly, marketing automation can save time, automate routine operations and provide analytics. Read the rest of this entry »

A/B Testing – Algebra and Statistics in Marketing Communications

a/b testing, testing campaigns, marketing testing, marketing efficiency, marcom efficiency, marcom ROI, measuring ROISomeone recently asked me about A/B testing and how it relates to marketing and business. I had to do a little bit of research as I wanted to make sure I could explain it. As I started to read up on it, I could feel the anxiety build in my chest. Terms like ‘randomized experiment with two variants, A and B’ and ‘two versions (A and B) are compared, which are identical except for one variation that might affect x’s behavior’. What the heck?!?!?!?!!??! I’m a communications professional!!! Math is not my forte! Read the rest of this entry »

Believing the Hype about Big Data

marketing automation, marketing efficiency, online marketingWe’ll be honest. We were a bit skeptical about marketing automation when we first heard about it. Is this really a trend that will be helpful for B2B marketing strategies?  But knowing we are typically our clients’ first resource to ask about the latest marketing trends, we knew we had to take a closer look and stay “in the know.” Read the rest of this entry »

Likes me; Likes me not

online content marketing, likes, blog, social media, followers, likes, twitter, facebook, web, onlineWhen did we digress to being 13 year olds concerned with how many “likes” we have gotten?  What does that “like” really mean?  What you should really be asking is: Read the rest of this entry »

Social Media Metrics…A Tricky but Critical Pursuit in Determining ROI

Measuring Social Media ROIThere’s a saying in the engineering world that goes something like this: in order to control something, you have to be able to measure it. The same could well apply to measuring social media impact on the overall marketing effort.


If you can’t measure its effect, you really can’t be sure you’re getting the optimum return on your social media investment. So let’s talk about social media metrics and how they help you understand how well your social media efforts are paying off.


As a prelude, here are some quick stats on just how important social media has become…and it is still in its ascendancy!


  • 72% of U.S. adults use some form of social media…and 42% use two or more!
  • Worldwide, more than 1.8 billion people access social networks (projected to reach 2.55 billion in the next three years!)
  • Social media users are increasingly mobile: 76% of twitter users and almost 900 million Facebook users are mobile.

Keeping Score…Yesterday and Today

In the past, we counted the progression of fans, likes, clicks and other responses. But this didn’t accurately translate to ROI. We needed to go beyond those basic numbers. And going beyond pays off handsomely. Becoming more sophisticated in determining ROI has huge advantages…according to recent studies, advantages like these:


  • 9% more revenues on average
  • 27% more profitability than the competition
  • 12% more market valuation

OK, it clearly makes sense to develop a more mature approach to social media metrics. So, how do you join that sophisticated social media group. Four steps to get you started:

  1. Determine KPIs (Key Performance Indicators)  used to track performance against business objectives
  2. Correlate social KPIs with business KPIs
  3. Access current state and determine desired state
  4. Identify resources and build a roadmap

For details on specific ways to go about achieving each of these objectives, check out this link: Measuring Social Media ROI in the Enterprise: Myths and Facts


Social media can do a lot more than increasing business for your group or division…it can improve your internal divisional relationships, and help build business for other parts of your company, as well. In particular, it can strengthen necessary and very critical bonds between marketing and IT.

A solid social media strategy can make both groups look like superstars…all the while contributing to corporate growth and profitability. Not a bad combination.

The Advertiser’s Playbook: Online Advertising Overview

Thought online advertising meant just web versions of print ads? Think again!

Although print advertising is still effective, it’s important to tap into the new world of online advertising, since this is the prime source of information for some market segments.  And, research from various sources (Nielson, MRI, eMedia Strategist, and our own analysis of media kits and publication data over the years) repeatedly shows there’s minimal overlap between people that get their information from the web and those that obtain it from print, so if you want to reach your entire target audience, you need to use both advertising channels.

Online advertising takes many forms – e-newsletters, banner ads, webinars, white papers, virtual trade shows, videos, podcasts, social media, pay per click…the list goes on.  With all the technology available, an advertisement can be much more than just words or an image.  Online ads can incorporate motion and sound—something a print magazine ad is incapable of doing.

Online Advantages
A major advantage to online advertising is accessibility.  Unlike print, where the ad reaches only a certain amount of people, online ads have virtually no limit and can reach anyone in the world around the clock. Long after the advertisement is posted it can continue to brand your product or company.

Online advertising also provides something print advertising could rarely deliver: information about the people who are actually responding…clicking on your ads, downloading your whitepapers and tuning in to your webinars. While print advertising can provide you with circulation data and readership details, it can’t provide the names and contact information for the last 10 people who really, actually viewed your information (though the amount of data provided varies by publication).

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Analyzing Google Analytics

google analytics logoIf you are not using Google Analytics to monitor the traffic on your website, you should be. It’s free and easy to use. It’s all transparent to those viewing your site, but provides you with a great deal of good information. After spending the money and resources to send potential customers to your website with various marcom tactics, measuring the effectiveness of those efforts is the next step in a strong campaign.

So, what information can you glean from Google Analytics?

Average Page Depth
There is a Content Optimization>Content Performance>Depth of Visit report that tells you the average number of pages on a site that visitors view during a single session. This report lets you see if your site architecture is working properly as well as if people are finding what they need and taking actions suggested by your content.

Bounce Rate
The bounce rate is the percentage of visitors who land on a page and leave from that page without going to any other page. Seeing bounce rates on home pages of around 50% are typical in our experience. This can be (most likely) that the visitor is not looking for what you have (perhaps a wrong click or misinterpretation of a search engine listing) or the visitor found what he or she was looking for, like a phone number or address (you always put your phone number and address on each page of your website, don’t you?).

Many people misinterpret a hit as being a visitor. It’s not. A hit is a request by the visitor’s browser for a file – a file of any kind. If you have an older site that was built in “slices,” opening a single page could deliver dozens of hits. These files can be an HTML page, an image, a video, a script or many other file types. This is important information for those analyzing traffic data, but other reports, including page views, new visitors and unique visitors, might be more useful for general business purposes.

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