Beyond Marketing
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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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A Content Marketer’s Guide to the Post-Analytics World

A Content Marketer’s Guide to the Post-Analytics World | Beyond Marketing | Scoop.it

Content marketers have a love-hate relationship with data and for good reason: For all its granular detail, it can never paint a complete picture. McMurry/TMG’s Jimmy Daly says it’s time to step back from the data deluge.

 

Denis Failly's insight:

"Metrics might help you highlight short-term gains but without a mutual understanding of their meaning, they likely cannot help you instill faith in your client that your work is delivering value."

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Four Things You Aren’t Measuring That You Should Be

Four Things You Aren’t Measuring That You Should Be | Beyond Marketing | Scoop.it
Despite understanding that metrics are important, many marketers struggle when trying to decide which metrics matter most. So, here's a look at some metrics that marketers should not overlook.
Denis Failly's insight:

1. Share of Conversation (SOC)
2. Leads Generated
3. Customer Satisfaction
4. Referral Traffic From Social Media Sites

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You Are Not a Bot. Stop Marketing Like One.

You Are Not a Bot. Stop Marketing Like One. | Beyond Marketing | Scoop.it
Marketers face a groundswell of exponential technological advancement that promises to change everything from how we market to the type of value we bring to the table. We need to adapt, and adapt now, or watch bots take our jobs.
Denis Failly's insight:

We must be hybrid marketers with serious expertise on the technical side. But the data’s just the first step. We need to know what it means. And we need to know what to do about it. 

That’s where human value comes into play. 

In a world of machine-generated noise, marketers who can identify meaningful signals for executives and tell the story of why they’re actionable will have the keys to the kingdom.

It’s not about the new tools or the advanced analytics. It’s about honing the way you think to find insight where others can’t.

It’s not about the what any more. It’s about the why."

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3 Ways to Use Multi-Channel Analytics Reporting in Marketing

3 Ways to Use Multi-Channel Analytics Reporting in Marketing | Beyond Marketing | Scoop.it
Multi-channel reporting and multi-touch attribution offer businesses deep insight into the customer journey to conversion and smarter business decisions.
Denis Failly's insight:

How to connect performance to specific tactics, not so simple

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Adoption of Analytics in Business Increasing but ROI Remains Elusive [INFOGRAPHIC]

Adoption of Analytics in Business Increasing but ROI Remains Elusive [INFOGRAPHIC] | Beyond Marketing | Scoop.it

Accenture recently released a report about the use of analytics in business. In the summer of 2012, they surveyed 600 executives from the US and UK about their use of analytics. Accenture found that adoption of analytics is up and interest continues to grow

Denis Failly's insight:

"To improve analytics ROI, Accenture suggests that executives look at three areas:

Performance processes – business must move to a strategic use of analyticsTechnology – business must harness technology to maximize business value of dataSkills – business must partner with external resources for success"
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Enterprise Inbound Marketing Process: KPIs and Analytics

Enterprise Inbound Marketing Process: KPIs and Analytics | Beyond Marketing | Scoop.it
Enterprise inbound marketing is all about data. How do you identify KPIs, track them and report them in order to prove effectiveness?
Denis Failly's insight:

KPI and Analytics the crux to  prove the effectiveness of your marketing job and become a profit center for your company

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The Marketer's Ultimate Guide to Measuring the ROI of Twitter & Vine

The Marketer's Ultimate Guide to Measuring the ROI of Twitter & Vine | Beyond Marketing | Scoop.it
How to measure the impact of your Twitter and Vine marketing efforts on your business' bottom line.
Denis Failly's insight:

A long post about the way to track visitors from Twitter and Vine

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The Dangers of Marketing Metrics Dependency

The Dangers of Marketing Metrics Dependency | Beyond Marketing | Scoop.it
Learn about the dangers of becoming too attached to marketing metrics.
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Le mythe du sampling vertueux en Web analytics [2/2]

Le mythe du sampling vertueux en Web analytics [2/2] | Beyond Marketing | Scoop.it

Nous venons de voir que le sampling est profitable à l’opérateur, mais qu’en retire le client ? Les opérateurs nous assènent qu’il gagne en performance et en rapidité, or nous avons vu ce qu’il en est. Mais que nous disent-ils de l’impact sur la pertinence des résultats ? Justement, ils ne nous disent rien, et c’est bien là que le bât blesse.

Là encore, le langage est trouble et entretient la confusion. Certains opérateurs justifient le sampling en invoquant son utilisation fréquente en sciences statistiques. Cet argument est fallacieux car l’amalgame n’a aucun sens, il est même extrêmement nocif.

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Social KPI Goals Worksheet for ROI-Focused Marketers

Social KPI Goals Worksheet for ROI-Focused Marketers | Beyond Marketing | Scoop.it
At the SES ClickZ social analytics training in Chicago last week, we asked the audience to raise hands if their companies are active in social. Nearly everyone in the room responded in the affirmative.
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Content Analytics: Measuring Your Content Marketing Results

Content Analytics: Measuring Your Content Marketing Results | Beyond Marketing | Scoop.it

Remember how you had to define your content marketing goals when creating your content marketing plan for your business? Once you’ve started producing content, you need to make sure that your content is actually helping you achieve those goals. In order to find out, you will need to take some time to measure your content marketing results. The following are things to measure with your content marketing and the tools you will need to measure them.

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10 Items For Your 2013 Strategic Plan

10 Items For Your 2013 Strategic Plan | Beyond Marketing | Scoop.it

We are rapidly approaching the end of the year and I'm already hearing murmurings about plans for 2013. Here are 10 items that should be on your radar for  your 2013 strategic planning. 

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The 16-Step Web Content Audit: Prioritize, Analyze, Refresh, Optimize

The 16-Step Web Content Audit: Prioritize, Analyze, Refresh, Optimize | Beyond Marketing | Scoop.it
Looking for a way to prioritize efforts to refresh and optimize Web content on your site? Check out this Web content audit for tools and tips.
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Analytics 3.0: Measurable Business Impact From Analytics & Big Data

Analytics 3.0: Measurable Business Impact From Analytics & Big Data | Beyond Marketing | Scoop.it
Analytics has rapidly become a competitive differentiator and is now entering a new stage of maturity: Analytics 3.0. Analytics 1.0 is marked by enterprises assembling business intelligence systems...
Denis Failly's insight:

Most of companies still are in Analytics 1.0

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How to Become a Customer Experience Analytics Innovator

How to Become a Customer Experience Analytics Innovator | Beyond Marketing | Scoop.it

ompanies continually look for ways to outperform their competitors. One way is to apply analytics to their treasure trove of data. Researchers, for example, have found that top-performing businesses were twice as likely to use analytics to guide future strategies and guide day-to-day operations compared to their low-performing counterparts. Earlier this year, MIT and SAS released the results of a studywhich identified some of the reasons behind these differences. They surveyed  2500 respondents (55% being executives) across a variety of industries about how their organizations use data to advance their business objectives.

Three Ways to Improve the Value of Analytics for your Business

The researchers compared Analytical Innovators (businesses where analytics created a competitive advantage and has helped innovation) with Analytically Challenged (businesses where analytics did not create a competitive advantage and did not help innovation). They found that Analytical Innovators adopted different analytic practices compared to Analytically Challenged. According to their findings, if you want to be an Analytical Innovator, you need to:...

Denis Failly's insight:

To become an Analytical Innovator

Use analytics primarily to increase value to the customer rather than to decrease costs/allocate resources.Aggregate/Integrate different business data silos and look for relationships among once-disparate metrics.Gain executive support around the use of analytics to encourage sharing of best practices and data-driven insights throughout your company.
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Predictive Analytics: Building the ROI of Social Media

Predictive Analytics: Building the ROI of Social Media | Beyond Marketing | Scoop.it

As part of my IBM training this week, we learned data mining as a tool to manage data and make decisions that build your ROI. How predictive analytics builds your ROI."

Denis Failly's insight:

Interesr of predictive analysis and example of scenarios

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How to measure content marketing conversions using Google Analytics

How to measure content marketing conversions using Google Analytics | Beyond Marketing | Scoop.it
Content marketing is well-known for generating a multitude of benefits, including increased traffic, enhanced brand awareness and better search engine rankings.
Denis Failly's insight:

An usefull "how to"

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Measure What’s Important, Not What’s Convenient

Business owners and their marketingteams are holding themselves back from success. That’s right; it’s them and no one else. That’s because they’re holding fast to easy-to-obtain convenience metrics. So what is a convenience metric? It’s a number that “conveniently” grows and gives the appearance of a successful campaign. On social platforms, convenience metrics are things like number of followers or fans and post likes. Sure, these metrics can give us an idea if our content is share-able or popular, but it doesn’t paint the entire picture of your social success. After all, why is your business on social? To show how much people like your photos? Probably not.

 

 

Denis Failly's insight:

A tutorial video you uploaded to YouTube got 60,000 views in a week. Great, right? Well, not necessarily. How many of these views resulted in a visit to your website? Of these visits, how many performed an action, whether it was filling out a lead form or purchasing your software? Of the people who purchased, how many shared their purchase with friends or wrote a recommendation/review? These are all much more telling metrics than your 60,000 views. And chances are, the numbers that answer these questions are much, much smaller.

  
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Meaningful SEO Metrics

Meaningful SEO Metrics | Beyond Marketing | Scoop.it
As marketers, we spend plenty of time and energy tracking the metrics that will push our business forward. In today's post, Will Critchlow walks us through what makes good metrics and how to build the right reports for any situation.
Denis Failly's insight:

A vision of Web metrics and KPI

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15 Metrics Every Marketing Manager Should Be Tracking

15 Metrics Every Marketing Manager Should Be Tracking | Beyond Marketing | Scoop.it

"A marketer who is skilled at using data -- whether you're entry-level or a CMO -- is a powerful force. Having data at your side will help you make smart decisions, suggest fast changes when necessary, and find opportunities for different marketing channels and teams to work together. Who doesn't want that?

Take a look at the marketing metrics you should be tracking, but many marketer aren't..."

Denis Failly's insight:

Various field of metrics

- Goal Setting and Progress Tracking
- Channel Effectiveness
- Content Effectiveness
- Marketing Qualified Leads

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Getting Started With Real-Time Analytics

Getting Started With Real-Time Analytics | Beyond Marketing | Scoop.it
While many marketers are still learning to be data-driven and hire the right people, those who are advanced are continually adopting new datasets and processes to refine what they do.
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Les tendances du sampling en Web analytics

Les tendances du sampling en Web analytics | Beyond Marketing | Scoop.it

Dans le domaine du web analytics, le sampling (échantillonnage) nous est souvent présenté comme une amélioration utile et même nécessaire. L’argument généralement avancé est le gain en termes de vitesse de traitement des données. Ce concept me tiraille entre consternation et admiration. Consternation, car on fait l’apologie de la moindre qualité, et admiration car on arrive à faire passer un aveu de faiblesse pour une force…

 

 

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65 Metrics To Track Blog Success | Heidi Cohen

65 Metrics To Track Blog Success | Heidi Cohen | Beyond Marketing | Scoop.it
To measure your blog’s success, start by setting your blog’s goals and determining which metrics are most effective to track your progress against these objectives. This holds whether your blog is B2C, B2B, not-for-profit (NFP), or solorpreneur.
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The 5 most common analytics mistakes

The 5 most common analytics mistakes | Beyond Marketing | Scoop.it


These days it seems that every marketer is focused on getting more data- and analytics-focused. The promise of digital has always been getting real insight into the true impact of our marketing investments on sales. But for most of us, that promise has been just that -- a promise. The notion is appealing, perhaps, but it's often been more of a future hope than a current objective.

The problem is that most of us are going about it wrong. Here are the top five mistakes people make as they try to take an analytics-based approach to marketing.

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How to Measure the Social Success of Content Marketing

How to Measure the Social Success of Content Marketing | Beyond Marketing | Scoop.it
Regardless of if you measure using a manual process or with an automated tool, the key is to make sure you are measuring results as accurately as possible. Here's how to justify – with data – the impact that social media has on content marketing.
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