Creating a single source of data truth to optimize marketing investments and performance may seem like a daunting task. But it can be simple with the right approach and technology. Join Cardinal Path’s David Booth and IBM’s Andrew Douglas to learn the right ingredients and best practices to get integrated marketing analytics right, so you…
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Marketing budget increases: Tips for wielding a double-edged sword for 2017Jan 12, 2017 by Joshua Reynolds Many CMOs this year will find themselves with an increased budget — and with it,…
In the wake of the November election and “fake news” scandals, Facebook has taken several corrective measures and launched new initiatives to restore its credibility as a news publishing platform; among them, it hired former CNN journalist Campbell Brown as an industry liaison. Today it announced a number of new efforts to support and collaborate…
Social media ROI is the topic that will not die because, like it or not, social media is still a bit of a jungle in a world of tidy marketing-tactic cities. It’s hard to navigate, let alone map and measure. This Social ROI Template from Tracx will give you advice on goal-driven analysis and which…
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: The flexibility requirement for SEO agenciesJan 11, 2017 by Casie Gillette SEO requires a broad skill set, but in an industry where things are constantly shifting, columnist Casie Gillette argues that…
Tell me if you’ve encountered conversations like these before: “We actually don’t care about conversions; we just want organic traffic growth.” “We’re re-branding and are no longer calling ourselves [insert term].” “We’re launching a new product today. Can you provide us tagging and content?” #facepalm I’d like to tell you these situations are rare, but…
Last month’s most watched ad on YouTube was from Shell Oil Company. With Jennifer Hudson, DJ Steve Aoki and others performing the song “Best Day of My Life,” the spot is a music video produced to promote the brand’s #MakeTheFuture campaign. Shell’s spot generated 24.4 million views during December — nearly double the views for…
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Are your paid search ads making the right impression?Jan 9, 2017 by Jacob Baadsgaard Impression share may not be the ultimate measure of paid search success, but columnist Jacob Baadsgaard shows…
Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. In fact, I’ll admit that I’ve argued for years that impressions really aren’t an important measure of paid search success. However, while I still strongly believe that ROI — not impressions, clicks or…
Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular…
