Category: Analytics & Marketing Column

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

Why brand marketers often win the battle but lose the war

I recently received an email from an ad tech company with exciting news about TrueView — those minimum five-second pre-rolls you see before watching a video on YouTube: “We officially launched our self serve AI for DBM TrueView a couple...

/ December 12, 2017

Bounce rate: Important metric or junk data?

Over the 20-plus years since the inception of website analytics, various KPIs (Key Performance Indicators) have come into and gone out of fashion — and along with the KPIs are the various metrics that are used to calculate them. One...

/ December 5, 2017