Marketing Analytics & Optimization
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Marketing Analytics & Optimization
Big data? KPI? Analytics? ROI? These marketing buzzwords mean nothing if you don't turn them into meaningful, actionable insight. Here's some advice to get you going.
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Five Approaches for Making Sense of the Data Kaleidoscope

Five Approaches for Making Sense of the Data Kaleidoscope | Marketing Analytics & Optimization | Scoop.it
Market Research - Marketers have access to more data than ever before, so the ability to identify data patterns and use that information to make strategic decisions is vital for success.
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2014: The Age of Data-Driven Storytelling

2014: The Age of Data-Driven Storytelling | Marketing Analytics & Optimization | Scoop.it

"Storytelling makes data digestible. It gives data meaning. In 2014, more and more of the stories we see will be data driven or, at a minimum, data informed."

Richard L. Robinson's insight:

We're not all data geeks and number crunchers, but everyone loves a story. In 2014, I hope to see a push away from "big data" and a move towards "right data."

 

Data that tells a story is easier to understand and act upon. It's also more likely to grab the attention of the stakeholders that marketers must appeal to. I look forward to sharing more from CMS Wire's series on data-driven storytelling.

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Data and Measurement Resolutions for 2014

Data and Measurement Resolutions for 2014 | Marketing Analytics & Optimization | Scoop.it
Richard L. Robinson's insight:

I'm especially excited about the possibilities of the author's first resolution: "Measure the user, not the browser."

 

It's foolish to assume that unique visitors are only viewing your site from a single device. To be able to measure individual visitors' actions across several devices is a major step in understanding how your customers interact with your website.

 

Do they find your site on a tablet or on desktop? Do they do their reasearch on desktop and purchase on mobile? Are they spending less time on your mobile site than your desktop site? All of these questions and more will be answered if marketers begin tracking the user rather than the browser. Knowing these will allow a whole new level of website optimization that was previously impossible. 

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KPIs: Not Everything That Counts Can be Counted

KPIs: Not Everything That Counts Can be Counted | Marketing Analytics & Optimization | Scoop.it

"It's easy to measure quantity, but much harder to measure quality. Most jobs are multidimensional, but you can't have a KPI covering every dimension. In which case, I can always meet my KPIs by cannibalising some dimension - some aspect of quality - not covered by a KPI."

Richard L. Robinson's insight:

I can't stress enough how much I enjoyed this article. KPIs are helpful, but placing too much faith in numbers leads managers (and marketers) to jump through hoops of fire. The quest to hit KPIs overtakes the desire to do what's best for the business.

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Apply Lifetime Value Targeting to Reach Customers Online

Apply Lifetime Value Targeting to Reach Customers Online | Marketing Analytics & Optimization | Scoop.it
Richard L. Robinson's insight:

Sometimes it becomes easy to forget that marketing is as much about retaining current/previous customers as it is about finding new ones.However, it's muich easier to convince and old customer to buy again than it is to find a new one, so why are we busy targeting demographics and target audiences when we have a base of past buyers waiting to be tapped?

 

This article helps marketers determine who their most valuable repaet customers are and how they can reach them digitally. 

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How Marketers Can Avoid Big Data Blind Spots

How Marketers Can Avoid Big Data Blind Spots | Marketing Analytics & Optimization | Scoop.it

"All this wonderful Big Data created by the digital revolution, however, has created a serious problem for marketers. Just because the data and analytical techniques are available doesn’t mean they provide complete insights."

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Marketing Metrics To Embrace & Ignore

Marketing Metrics To Embrace & Ignore | Marketing Analytics & Optimization | Scoop.it
No one should disagree at this point that collecting and analyzing data can reveal which marketing programs are working, which ones are failing, and why.
Richard L. Robinson's insight:

Quantity-based metrics can be misleading (because they only indirectly hint at revenue) and distracting (if you chase better metrics rather than increased revenue).

 

That's why the most useful indicators of success are combined metrics that tie a typical marketing KPI such as clicks, traffic, leads, etc... directly to revenue. The suggestions in this article are a nice start.

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5 Tips to Make Your Analytics-Driven Marketing Campaign Predictive

5 Tips to Make Your Analytics-Driven Marketing Campaign Predictive | Marketing Analytics & Optimization | Scoop.it

"Companies are acting dynamically based on real-time analytics and decision-making. These predictive analytics empower companies with the turn-on-a-dime agility that is increasingly necessary to compete in today's marketplace.

 

How do you get started implementing business intelligence and predictive analytics in your marketing campaign?"

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The Marketer's Guide to Actionable Data [Infographic]

The Marketer's Guide to Actionable Data [Infographic] | Marketing Analytics & Optimization | Scoop.it

Chief marketing officers agree that successful brands use customer data to drive marketing decisions. 


To find out how you can collect and use customer data well, check out the tips in the following infographic:

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Analytics Gone Wild

Analytics Gone Wild | Marketing Analytics & Optimization | Scoop.it

Mark Twain famously remarked, “I didn’t have time to write a short letter, so I wrote a long one instead.”


This quote comes to mind for me whenever an organization proudly unveils a complex report filled with tons of data and very little actionable information.

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