Category: Analytics & Marketing Column

It’s time for the brand promise to evolve. Again.

With GDPR recently coming into effect, advertisers are once again fretting over their use of consumer data. In Europe, the fretting is beneath a regulatory cloud, with financial consequences for the misuse of EU consumer data. Here in the US,...

/ June 28, 2018

Turning Your Data Into Compelling Stories – SMX Advanced Recap

This session focused on using data-driven storytelling to support and promote paid search marketing campaigns. Bill Hunt, Back Azimuth Consulting Bill started the session by sharing experiences he’s had in trying to sell stories about his data. To be effective...

/ June 21, 2018

Attention + intensity: Tips for navigating the new age of media strategy

As marketers and brands have seen, the prevalence of digital video has transformed how consumers access media and content. Essentially, video is not the future, it’s the “now”. According to Cisco, global IP video traffic will represent 82 percent of...

/ May 11, 2018

Tips for measuring marketing impact to prove ROI

Marketers can struggle to prove the value of their programs when there isn’t always a direct response or purchase. This is especially true for B2B marketers focused on lead generation programs with long, complex sales cycles. So, how does a...

/ March 26, 2018

Super Bowl ad rankings: Trust your gut or employ rational thinking?

The Super Bowl is the single most viewed televised event in the US. Every year, more than 100 million people tune in to see who will be crowned NFL champion. There is no bigger or brighter stage for impactful ad content,...

/ February 26, 2018

How to create content to support local SEO and rock the rankings

The rise of mobile search has led to many changes in SEO, but none more dramatic than the area of local search. By now, most of us are familiar with the Google update known as Pigeon. Launched in 2014, it...

/ February 6, 2018

6 hot trends travel brands should watch in 2018

From off-the-beaten-path locales to memorable experiences, travelers’ needs and wants are evolving, opening the door to new opportunities for savvy brands and impacting the way travel advertisers approach their marketing efforts. In an effort to discover how marketers can best influence...

/ January 31, 2018

Four ways to fix the social data disconnect

For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t. Social...

/ January 17, 2018

Measuring how offline marketing drives website traffic: The fundamentals

You may still favor “old school” methods to get the word out about your website. But how do you track this offline marketing? If you don’t measure the success of your effort, you’ll never know if it’s giving you a...

/ December 26, 2017

Big data and how to use it: Our top 10 Analytics & Conversion columns for 2017

Much has been written this year about dealing with the influx of data that modern marketers now receive as a matter of course — it’s an issue that many of us are facing these days. You’re expected to take advantage...

/ December 20, 2017