‘Sustainability Plus Profitability’ Requires a Unique Metrics Mix
Setting up measurements across all emission-driving activities is extremely complex. That’s why estimations are key to understanding "hot spots" for reduction.
Beyond Attention Metrics: Why We Need a Consumer-First Media Ecosystem
Captivating a global audience takes a lot more than simply getting noticed.
Branding to LGBTQ+ Communities Should Be a Metrics Innovation Goldmine
For every one metric of positive brand impact, state one metric demanding community impact.
AB InBev and Dentsu Look for Better Ways to Gauge Consumer Attention
The aim of the brewing giant is to achieve a return proportional to its investment.
A Map or a Matrix? Identity Management Is More Complex By the Day
A newly published white paper on how advertisers and brands can recognize unique customers across marketing platforms underscores just how tough this important job is for data-driven marketers. As technologists [...]
Influencer Marketing Can Have Great ROI and You can Prove It
In my previous post, I discussed how influencer marketing will become a prominent marketing tactic in 2020. In this post, I would like to share what is working and what influencer [...]
4 Tips Aimed at Defending Digital Marketing’s Value
For B2B marketing, it isn't always as easy to quantify success as we would like, even with the near-infinite measurability of digital marketing. Here are ideas for defending your digital [...]
How to Use Google Analytics to Improve Google Ads Performance
Google Analytics can be a treasure trove of information to help improve the performance of your Google Ads campaigns. However, trying to figure out all of the the various metrics [...]
3 Ways to Better Manage Marketing Automation So the ‘Shiny Object’ Doesn’t Stab You
I presented at the All About Marketing Tech Virtual Conference & Expo on the topic of targeting and automation. One of the themes I hit upon was about how companies [...]
How I Cut the Cord and Learned to Love OTT
Just how many months — no, years — does it take for a logical, clear-headed, money-conscious, well-informed consumer to overcome inertia, cut the cord in his home television habits, and [...]
Why KPIs Lack Insight and What Marketers Can Do About It
I have a love-hate relationship with KPIs. When done right, they are mission-critical to defining success and can focus the organization on the right priorities. When chosen poorly, KPIs can [...]
Understanding Your Google Ads Metrics With the Latest Interface
How do you know what the metrics in Google Ads mean and which ones matter the most? The latest version of Google Ads' interface has a particularly large number of [...]
Nostalgic for the Future: Data That is ‘Close to You’
Last week, I had a dream — and in it, Karen Carpenter and I were friends. The following night, I had a similar dream — and this time it was [...]
Factors for Marketers to Consider in Attribution Rules
At the end of each campaign effort, a good database marketer is supposed to study “what worked, and what didn’t,” using attribution rules. Call it “Back-end Analysis” or “Campaign Analytics.” [...]
A Strategy for Successful Leadership of the Website Team
Does your website team try to dazzle you with reams of reports and statistics weekly, so much so that you cannot tell if the website is actually improving in performance? [...]