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Marketing Measurement

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In 1971, Richard Nixon was president, All in the Family debuted on CBS, and the first Starbucks opened in Seattle. It’s also the year the Harvard Business Review featured a story on how to pick the right forecasting model for your business. Much has changed in 49 years, but the relevance of forecasting models remains strong — particularly at a moment overcome with uncertainty. Though revenue forecasts, which predict business income over a fixed period,…

It’s a miracle when a business becomes successful without investing in analytics. Mostly because it’s incredibly hard to grow without keeping track of your company’s data. Case in point: Every business needs reliable marketing analytics, which in turn help drive tactical and strategic decisions. The more attention and effort you dedicate toward it, the clearer and more informative your insights will be. As the CEO and founder of Improvado, a marketing analytics middleware company, I…

Google’s free web analytics service, Google Analytics, provides a dizzying array of insights into site performance and customer behavior. While paid tools offer similar insights on silver platters, you can still get much — if not all — of the information you need with a little grit and determination in Google Analytics. It’s one of the most important tools featured in our Marketing Audit ebook.  We won’t insult you by calling this Google Analytics for…

“The opportunity of defeating the enemy is provided by the enemy himself.” The Art of War may be an ancient Chinese military manual published centuries ago. Still, this quote by author and general Sun Tzu is a timeless reference for battle strategy — and even applies to business.   No matter how original your company or products are, you are partially defined by the market and its competition.  Who else offers similar products and services? How…

In the age of big data and sophisticated analytics, marketers have the opportunity to test various designs, content, call to actions (CTAs), and messaging options to determine what works best for their audience. But, which testing method you use depends on several factors. We’ve outlined the differences between multivariate and A/B testing below, along with some of their common uses, advantages, and limitations, so you can decide which approach works best for your brand and…

How do you know if your marketing strategy is working? By measuring the success of your marketing tactics against the goals you’ve set. Measurement uses metrics and key performance indicators (KPIs) to figure out how your efforts are impacting your business. Measuring your marketing efforts is more than just figuring out how you’ll define success for your marketing campaigns. It involves using powerful marketing analytics tools that can help analyze your campaign data, figuring out…