Articles
As the growing reliance on data reshapes marketing, many CMOs wonder which metrics to collect and how to use them to boost company profits. There's a secret to that. In fact, there are four. Heidi Bullock, vice president of demand generation at Marketo, outlined those yesterday in a CMSWire webinar
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Relevant and Timely Let’s discuss the why, how and what behind marketing to the segment of one: Why market at this level? How do you market to the segment of one? What technologies and processes enable this type of marketing? Why would an organization want to market at this level?
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Segmentation is not new in analytics. In fact, it’s not new to marketing. Every product or service is meant for a segment in one way or another.
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Almost every B2B marketer understands analytics have changed the way goods and services are sold. Many, however, don't understand how to translate all those numbers into actions that generate more revenue. That reality came into focus yesterday in the CMSWire webinar "Trends and Challenges of B2B Marketing Analytics in 2014." The program was based partly on a results
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Times have changed. Today, the browser is just one of many places where customer behaviors and interactions can be captured. As the universe of channels, touch points, and devices expands, so has the browser’s importance begun to shrink.
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It's one thing to spend a couple of billion dollars acquiring digital marketing technologies and another to make them truly useful to today's marketers.
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If 2012 was the year of the cloud and 2013 saw broad acceptance of big data, 2014 could go down as the year of cheaper analytics. The year has been filled with announcements of new features from scores of vendors of all sizes, from SaaS providers like Gainsight and gShift
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Many marketers are confused about their roles in the age of big data and customer experience. That message became all too clear this week at unrelated conferences in San Francisco. Predictive Analytics World and Totango's Customer Success Summit were both excellent conferences.
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Chief Customer Officer may be a cool, new corporate title, but many people don't understand exactly what that job entails, according to Jeanne Bliss, who literally wrote the book on the subject: "The Chief Customer Officer.
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So marketing analytics are a waste of money, eh? We reported as much this week after seeing results of the CMO Survey by Duke University. It triggered some people to defend marketing analytics and its place in an organization.
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Marketers today find themselves needing to keep up with an abundance of new opportunities for creating, distributing and accessing content via new technologies, devices and touchpoints.
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There's only so much you can talk about big data and customer analytics until you start to ask yourself "what's in it for me?" We know what big data can do if used effectively, but it may not be entirely clear how incorporating appropriate marketing analytics can improve the bottom
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We’re all awash with data. Data is all around us, being produced at a faster rate than ever. We collect it, combine it, transform it, store it, transmit it … you get the idea. Big companies (Amazon, Target, etc.
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For Google, offline conversion data is meeting existing AdWords conversion data. For Marketo, the marketing automation vendor giant, this opened a door for integration with the new feature.
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