Marketers have access to large quantities of data. Some 43% of CMOs say marketing tech, data, and analytics are their biggest priority. And according to McKinsey, data-driven campaigns are poised to increase sales of a core product by more than 10%. But raw data and isolated metrics don’t tell us the full picture. We have ...
12-MINUTE READ | By Elise Dopson
Making data-driven decisions is difficult without analytics tools to help you out. Even if your data already exists in marketing platforms, CRM, financial systems, or survey tools, this scenario doesn’t give the insight you need to draw decisions from your data. Luckily, there are multiple analytics platforms to choose from. We’ll cover two of them: ...
10-MINUTE READ | By Tea Korpi
Marketing mix modeling or MMM is seeing a renaissance, over 60 years since it came into common use. Unlike most marketing attribution methods, MMM doesn’t require user-level data, instead of modeling what channels deserve credit for sales by statistically mapping spikes and dips in spend to actions and events in your marketing channels. Upgrading from ...
9-MINUTE READ | By Michael Kaminsky
Vanity metrics is a term used for metrics that look good on the surface but don’t help you understand your performance or give any meaningful business results. This article focuses on organic traffic and assesses its role in measuring content marketing performance. Skip ahead >> What are vanity metrics Common examples of vanity metrics in ...
9-MINUTE READ | By Johannes Rastas
If you’re a marketer in a growth-minded B2B SaaS company, you would know how important it is to create, run and manage goal-oriented B2B SaaS marketing campaigns and achieve success. However, even if you have the world’s perfect software to offer your customers, a poor B2B SaaS marketing strategy can easily make your research and ...
14-MINUTE READ | By Anna Shutko
Log in to your Google Analytics dashboard, and you’ll see hundreds of metrics across a variety of reports. Slice and dice that data, viewing website information depending on the visitor’s referral source, device, operating system… Feeling overwhelmed? The even more worrying news is that Google Analytics is just one source. With thousands of marketing platforms, ...
12-MINUTE READ | By Elise Dopson
There’s never been so much data available. According to Forbes, almost all of the world’s data was created in the past few years. Now that you have all that data, do you know what to do with it? And can it be done ethically, reliably, and efficiently? Absolutely it can, but before looking at how ...
7-MINUTE READ | By Sophie Michaud
Tell me B2B marketing attribution reporting is broken without actually telling me B2B marketing attribution reporting is broken… This is one of many quote requests where the message that came across Session Media didn’t align with the attribution source concluded by either Google Analytics or HubSpot. And it’s not just me—I’ve spoken to many marketers ...
6-MINUTE READ | By Ben Brown
When I started my career as a research analyst in 2006, marketing was much easier than it is today. The industry was less crowded. Search opportunities in both organic and paid advertising were huge. Direct response ads were at their heyday. Marketers could track pretty much everything. Probably, the hardest challenge was getting siloed marketing ...
5-MINUTE READ | By Mikael Thuneberg
Every organization is on an analytics journey. Some are quite far along, while others are just getting started. At Supermetrics, we provide solutions to help customers wrangle their marketing data and analytics, no matter what stage they’re at. From freelance marketers and small agencies to Fortune 500 companies, you’re in good company with us. In ...
9-MINUTE READ | By Evan Kaeding
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