Marketing measurement

As we’re transitioning to a privacy-first digital marketing world, marketers need to move away from tracking methods relying on clicks, such as multi-touch attribution. Marketing mix modeling (MMM) isn’t a new technology for measuring marketing. And thanks to automation, it’s a more efficient and accessible tool that can help businesses maximize their marketing ROI without ...

Most marketing teams have some kind of data problem.  Either they don’t have enough data, they have too much of it, or most commonly, they don’t know what to do with it. And that’s why in this post, we’ll evaluate two of the most common ways businesses are currently putting their marketing data to work: ...

You’ve built a beautiful online store. You’ve put together an irresistible collection of products and are ready to make some serious sales. But something isn’t quite right—your store doesn’t convert as well as you expected. This is where conversion rate optimization comes in handy. It’s all about making your ecommerce website more effective at converting ...

Growth marketing is the next marketing frontier. Through frequent testing, quick learning, and effective adaption, it produces sustainable and replicable marketing activities. Additionally, growth marketing focuses on retention and engagements within the customer base. In this article, we’ll show you the basics of growth marketing and how to get started with testing and experiments. Skip ...

When it comes to your business’s online reputation, reviews play a key role in attracting new customers and retaining existing ones. Let’s look at why reviews are so important, how you can drive more reviews, and how we got to G2’s top 100 list—the top review site for business software and services. Fast forward >> ...

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 ...

“Marketing is one big experiment. Some experiments just have a longer shelf life than others.” That’s the first thing Andy Culligan, CMO of Leadfeeder, said to me when I asked him about experimentation in marketing. And to help you understand how to run those experiments, I interviewed Andy and three other seasoned marketing leaders.  After ...

Far too many marketing teams are still seen internally as the arts and crafts department.  They’re considered a support function at best and a cost center at worst. And that’s frustrating considering all the work you’re putting into launching new products, producing awesome content, building campaigns, and well… ultimately driving revenue. The good news is ...

Before you start sweating: nope, your competitors aren’t very likely to be advanced users of predictive analytics in marketing. Yet. But since the predictive analytics market is growing at a 23.2% rate year over year and we know that predictive analytics can help you make better marketing decisions (which equals more revenue), we’re tempted to ...