As marketers, most of us spend our time focusing on the positive. When a campaign delivers results (more clicks, leads, sales, etc.), we want to try to optimize the campaign and make it even more ...

A marketing plan turns choices into numbers, timelines, and owners your marketing team can ship. A well crafted marketing plan ties marketing strategy, marketing efforts, and business objectives to ...

Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management ...

This article will go through the types of content marketing metrics that can help you in terms of consolidating your long term marketing vision. There is an enormous difference between creating impact ...

Discovering the right marketing metrics is like finding the perfect bowl of porridge. Too many metrics overwhelm and too few lack insight. The central character of the children’s story "Goldilocks and ...

With the emergence of digital marketing platforms, too many marketers are evaluating their event marketing campaigns through marketing performance indicators like views or clicks, rather than business ...

As creator budgets scale, measurement looks more like performance marketing with signals like conversion and business impact ...

Without customers, there can be no business. So how do you drive new customers to your startup and keep existing customers engaged? The answer is simple: Growth marketing. As a growth marketer who has ...

In our increasingly data-driven business environment, marketing leaders and data analysts frequently collaborate to build dashboards full of metrics to guide their spend, channel management, and ...

Rooted in crafting messages and artwork that appeal to target audiences, marketing professionals have always been a creative bunch. But in recent decades, digital technology has opened new avenues to ...

Senior management focuses on conversions while sales and marketing teams focus on new leads. Recurring revenue metrics are downplayed or ignored. Test results for offers are dismissed by senior ...

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a "successful" ...