Political Marketing That’s Fooling Some of the People, Some (or All) of the Time
Performance Marketing
Increasingly unable to escape the deluge of hysterical ill-directed political marketing that is overflowing my inbox, I’ve jealously started wondering what Key Performance Indicators (KPIs) are guiding these communications consultants [...]
No Longer Just Purveyors of Ad Space, Publishers Must Learn to Sell Their Content Expertise
Forrester predicts that 2018 will be the year that the display advertising bubble bursts, and that brands will significantly reduce their ad spend. In a recent report sharing 2018 forecasts, [...]
Is Data-Driven Decision-Making (3D) at the Heart of Your Marketing Organization?
Performance Marketing
This dissonance between the realities of reporting and the expectation of P&L accountability led my colleague Justin Yopp and I to develop a straightforward process to transform the marketing department [...]
Does Your Content Work? Advanced KPIs for Google Analytics
Performance Marketing
You spend tons of time making sure every word in your blog posts is perfect, but are you measuring the performance of these posts effectively?
Small Blog, Big Strategy
Performance Marketing
It’s incredibly tough for even the biggest brands to master content marketing. So what about small blogs? How are they staying relevant today? Microtargeting and interest-based awareness have changed digital [...]
Why It’s Time for Marketers to Rethink Metrics and Performance Indicators
Brand Marketing
As media dollars increasingly shift to digital—rising another 22 percent to $27 billion this year for display ads alone—brands of all sizes are striving to extract greater value from their [...]