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How to Fix The 8 Most Common Marketing Analytics Weaknesses - Tag Inspector

How to Fix The 8 Most Common Marketing Analytics Weaknesses - Tag Inspector | The MarTech Digest | Scoop.it
1. POST-CONVERSION EVENTS
2. CALL TRACKING
3. UNSTRUCTURED DATA
4. CUSTOMER EXPECTATIONS AND SURVEY DATA
5. OFFLINE ATTRIBUTION
6. CHANNEL DEFICIENCIES
7. OPERATIONAL EFFICIENCY
8. BUSINESS IMPACT
CYDigital/marteq.io's insight:

How to Fix The 8 Most Common Marketing Analytics Weaknesses - Tag Inspector

 

Click through for more details.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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CMO Spend Survey 2017-2018: Spotlight on Marketing Analytics - Gartner

CMO Spend Survey 2017-2018: Spotlight on Marketing Analytics - Gartner | The MarTech Digest | Scoop.it
What are the big spending trends within CMO’s “analytics” bucket?
Two areas stand out in our conversations with marketers:
Customer data platforms
Attribution systems

Any talk of using AI and Analytics in the marketing mix or with digital marketing?
Most definitely. The three most popular areas: marketing-facing analytics, untargeted conversational agents and real-time personalization.

What are 3 to 5 key metrics that you recommend CMOs track?
• ROI of total marketing spend
• Market share versus competition
• Brand health
• Lifetime value to cost-of-customer acquisition cost ratio
• Profitability
CYDigital/marteq.io's insight:

CDPs and real attribution. Otherwise, kiss MarTech ownership goodbye.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Why You Need a Full-Stack Analytics Solution | Interana

Why You Need a Full-Stack Analytics Solution | Interana | The MarTech Digest | Scoop.it
For analytics, a full-stack system has to include its own user interface, query engine, persistence and data ingest framework. That is, it has to include functionality for every service on the backend but also have the frontend user interface that makes it usable.
The key here is that good full-stack analytics solutions should be flexible enough to allow you to really get into answering questions with your data. You should be able to do more than just set a few parameters on a funnel, like some out-of-the-box solutions. You should be able to create the metrics you need easily within your analytics interface.
Full-stack analytics also need to be able to scale to your needs with ease. Any good full-stack solution should be able to handle however much data your product and users can throw at it. Having the capacity to scale is crucial for any full-stack solution.
CYDigital/marteq.io's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Marketing Measurement: What’s the CMO Got to Do With It? - Sirius Decisions

Marketing Measurement: What’s the CMO Got to Do With It? - Sirius Decisions | The MarTech Digest | Scoop.it
Here’s how the CMO can help ensure the success of the team’s measurement efforts.

  • Pave the way. 
  • Remove roadblocks. 
  • Provide conflict resolution. 
  • Guide and validate visualization of the data. 
  • Refine the process. 
  • Monitor the efforts.
CYDigital/marteq.io's insight:

Spencer Stuart reports that the CMO tenure is starting to drop again. You think lack of doing this has something to do with it?

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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5 Key Insights from TrackMaven's 2017 Digital Marketing Analytics Report - Top Rank Blog

5 Key Insights from TrackMaven's 2017 Digital Marketing Analytics Report - Top Rank Blog | The MarTech Digest | Scoop.it
#1 – The higher education industry is killing it on social media.
#2 – Don’t underestimate the power of Pinterest for B2B.
#3 – Brands can take a content cue from the sports and entertainment industry.
#4 – Website health varies widely from industry to industry.
#5 – PR is an opportunity for all.
CYDigital/marteq.io's insight:

CT for the insight.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Customer Journey and NPS (and what the big boys did not tell you) - Aureus Analytics

Customer Journey and NPS (and what the big boys did not tell you) - Aureus Analytics | The MarTech Digest | Scoop.it
1. Optimize CX: 
NPS tracked across the customer journey highlights the areas which are not valued by customers (which otherwise you thought was valuable). Hence, understanding the drivers of NPS, from customer perspective, helps in prioritizing the CX and hence optimize cost.
2. Overall Health Check:
NPS mapped across the customer journey helps organizations get a bird’s eye view of their entire operation.This helps to compare performance of processes and understand which process could be the weakest link.
3. Touchpoint specific feedback:
NPS mapped across the journey will highlight challenges specific to each step of the customer lifecycle. With techniques such as advanced text analytics, it is possible to get to the root of specific problems at each stage quickly.
4. Quicker Close Looping:
If there is a problem with a specific process, NPS mapped across the customer journey helps to close loop it faster without delay or impacting other processes. 
5. Bridge gaps between different department:
NPS across the customer journey helps to bridge any gap between these departments and strengthen synergies.
CYDigital/marteq.io's insight:

Graphic from TDT Analytics (https://tdtanalytics.com/consulting-services/net-promoter-score/). This same link gives you a nice overview of Net Promoter Score. Read that first, then come back to this article from Aureus.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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3 Reasons Marketing Analytics Fall Short - Inc.

3 Reasons Marketing Analytics Fall Short - Inc. | The MarTech Digest | Scoop.it
  • Single Channel Analytics Are Myopic: The great thing about monitoring activity in a particular channel is that one can see what's working and what isn't. Single-channel tools allow companies to optimize what their doing in a particular channel, but they don't provide the entire picture. The entire picture involves multiple channels.
  • Multi-Channel Analytics Stop Short: Marketers are using multi-channel marketing analytics to better understand the customer journey since most of us do research online, buy online, and buy in stores. The question is, what combination of things resulted sale of a particular item?
  • Omni-Channel Analytics Are Nascent: Some people use "omni-channel" and "multi-channel" marketing terms interchangeably, but there's an important distinction: Omni-channel marketing is about a person's experience across channels and multi-channel marketing is about the channels themselves. Omni-channel analytics is where marketing is headed, but it's difficult to do when the metrics in one channel are not accurate. 
CYDigital/marteq.io's insight:

Tag Management should help with omni-channel analytics.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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How Third Parties Can Hurt Your Marketing Analytics - AllAnalytics

How Third Parties Can Hurt Your Marketing Analytics - AllAnalytics | The MarTech Digest | Scoop.it
In supporting marketing campaigns, analytics solutions have faced an invasion of third-party efforts that can add confusion in measuring meaningful results. Much of these efforts are benign in nature, but analysts must not leave them unchecked. If they do, branding and consumer privacy catastrophes are a risk.

In all, marketers must consider mapping their analytics as an ongoing endeavor, not just a one-time event. There are now many unfamiliar ways to insert more data over time than may have been originally intended. Analysts must be more vigilant on data sources, acknowledging that vetting data quality impacts other kinds of breaches more severe than having poor data for a model.
CYDigital/marteq.io's insight:

And when you CT, a few of the reasons are enlightening. 

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Today's Marketing Analytics Challenges and Opportunities - Google

Today's Marketing Analytics Challenges and Opportunities - Google | The MarTech Digest | Scoop.it
Three strategies for 2017 Take inventory:
  1. Outline a data strategy so your organization knows what data you have, how you intend to use it, and how it will be shared. Then focus on the marketing analytics that will drive key growth objectives.
  2. Organize your data: Integrate a variety of data sources to help you create a holistic view of your customers' behavior. The insights you uncover can open up new opportunities.
  3. Share a story: Tell leaders in your organization about an insight you've uncovered and show how it can help achieve business goals. With the right support on your side, you can turn insights into action and drive measurable growth.
CYDigital/marteq.io's insight:

It's a start, although you may want to flip #2 and #1.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Real-Time Marketing Analytics: Strategies for Improving ROI - TrackMaven

Real-Time Marketing Analytics: Strategies for Improving ROI - TrackMaven | The MarTech Digest | Scoop.it

"Real-time social analytics
-Share of voice on different social channels
-Share of voice by topic 

Real-time content analytics
-Number of blog shares and interactions by topic versus competitors

Real-time web analytics
-Number of conversions on blog content
-Number of conversions attributed to social"

CYDigital/marteq.io's insight:

Dark marketing clouds ahead? Let us help you see clearly. Contact us. #MarTech #DigitalMarketing

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[FREE] Digital Analytics Platforms: A Marketer's Guide - Marketing Land

[FREE] Digital Analytics Platforms: A Marketer's Guide - Marketing Land | The MarTech Digest | Scoop.it

"Marketing Land's publication of the "Enterprise Digital Analytics Platforms: A Marketer's Guide" examines the market for digital analytics platforms and the considerations involved in implementation. The 42-page report reviews the growing market for digital analytics platforms, plus the latest trends, opportunities and challenges.

In this report you will learn: 

  • Who the leading players are in enterprise digital analytics 
  • What you should look for in a digital analytics solution  
  • What trends are driving the adoption of enterprise digital analytics platforms
  • About the capabilities digital analytics platforms provide
  • Also included in the report are profiles of  leading enterprise digital analytics vendors, pricing, capabilities, and recommended steps for evaluating and purchasing

"

CYDigital/marteq.io's insight:

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how. #MarTech #DigitalMarketing

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What Marketing Analytics Really Tells You | Pardot

What Marketing Analytics Really Tells You | Pardot | The MarTech Digest | Scoop.it
Marketing analytics gives you a look at the health of your marketing efforts the same way that an x-ray gives you a look at the health of your body. When you’re analyzing your data, you should be looking for trends as well as highs and lows – so not just how many clicks a banner advertisement got, but also whether these types of advertisements always do about the same success-wise. In a way, analytics runs side by side with growth hacking, because as you spot these trends – let’s say your banner advertisement did especially well in that top right position – you can try new things and see what type of effect they have. So maybe, you run all of your banner ads from the top right position and see if they’re consistently successful. If they are, you’ve learned something about your campaign and your audience – but if they’re not, you can take a look at the next element.

CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Why You're Thinking About Digital Marketing Analytics All Wrong - HubSpot

Why You're Thinking About Digital Marketing Analytics All Wrong - HubSpot | The MarTech Digest | Scoop.it
Web analytics measure things a webmaster or technical SEO specialist cares about, like page load speed, page views per visit, and time on site. Digital marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which online events influence whether leads become customers. Digital marketing analytics includes data not only from your website, but also from other sources like email, social media, and online PR.

With digital marketing analytics, marketers can understand the effectiveness of their marketing, not just the effectiveness of their website. Using marketing analytics allows marketers to identify how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they're achieving their business goals.

As a result of the information they can gather from full-stack digital marketing analytics, marketers can also diagnose deficiencies in specific channels in their marketing mix, and make adjustments to strategies and tactics to improve their overall marketing activity.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Top 6 Marketing Analytics Dashboard Tools - SEMRush

Top 6 Marketing Analytics Dashboard Tools - SEMRush | The MarTech Digest | Scoop.it
If you’re ready to streamline your digital marketing analytics process, check out these top six digital marketing analytics platforms for you and your business.

1. Cyfe

2. Mixpanel

3. Moz Pro

4. Kissmetrics

5. Hotjar

6. SEMrush
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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Leaking Leads? Here’s How to Plug Your Analytics Gaps - Kissmetrics

Leaking Leads? Here’s How to Plug Your Analytics Gaps - Kissmetrics | The MarTech Digest | Scoop.it
  • Click Tracking: The Basics of Campaign (or UTM) Tagging
  • Call Tracking: Gain Insight into Inbound Lead Sessions
  • Lead Tracking: Determining Which Leads Are Converting
CYDigital/marteq.io's insight:

I scooped the topics, so please CT to get the details.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Salesforce Announces Wave for B2B Marketing — Analytics for Every B2B Marketer | Pardot

Salesforce Announces Wave for B2B Marketing — Analytics for Every B2B Marketer | Pardot | The MarTech Digest | Scoop.it
Salesforce announced the Wave Analytics for B2B Marketing app, a new Salesforce Wave Analytics app that will enable users to dive deeper into marketing, CRM and third-party data and empower them to gain new insights into campaign performance to maximize marketing efforts.

Wave for B2B Marketing is the only out-of-the-box marketing analytics solution specifically for Salesforce customers that provides marketers with a consolidated view of the marketing and CRM data that matters most to them — including lead volume, lead to opportunity conversion rates, pipeline velocity, and campaign ROI. Customers can also pull in data from third-party solutions like Google Analytics, and webinar and event management platforms, to get a complete view of all marketing efforts. Customers get pre-built dashboards that show high-level metrics for heads of marketing as well as more tactical metrics for front-line marketers, but also have the power to create customer dashboards based on specific roles.

Marketers don’t measure just to report. They measure to improve. With Wave for B2B Marketing, marketers can easily dissect data to understand how their campaigns are performing and quickly make adjustments to improve — without the need for a dedicated analytics expert.

Marketers can easily share snapshots of data and insights directly from the app, and work with sales to take immediate action as a team to turn more prospects into customers, across any device — desktop, tablet, or mobile phone.
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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B2B Executives Use Marketing Analytics to Boost the Bottom Line - eMarketer

B2B Executives Use Marketing Analytics to Boost the Bottom Line - eMarketer | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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State of B2B Marketing Metrics & Analytics 2016 - Regalix Research

Marketers unanimously agree on the need for analytics, but not all are as yet committed to investing in it. All the respondents we spoke with agreed that marketing analytics was important for
their marketing success. 84% of them rated it as very important; the remaining 16% rated it as somewhat important.

CYDigital/marteq.io's insight:

Which can be found here: http://www.regalix.com/wp-content/uploads/2016/07/STATE-OF-B2B-MARKETING-METRICS-ANALYTICS-2016.pdf 

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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These Are the Marketing Analytics Tools Senior B2B Marketers Want to Pay More Attention to This Year - MarketingCharts

These Are the Marketing Analytics Tools Senior B2B Marketers Want to Pay More Attention to This Year - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions

Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions | The MarTech Digest | Scoop.it
Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:

  • Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
  • Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
  • Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.
CYDigital/marteq.io's insight:

"With great marketing technology spending comes great ROI responsibility."

8/4/2014

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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Six Steps To More Actionable Marketing Analytics - CMO.com

1. Define your reports clearly

2. Validate across departments

3. Audit your reporting tools

4. Designate an owner

5. Eliminate bias

6. Consider outsourcing
CYDigital/marteq.io's insight:

Not hard at all.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Why Marketers Shouldn't Rely Solely On Numbers [Infographic] - Forbes

Why Marketers Shouldn't Rely Solely On Numbers [Infographic] - Forbes | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Three Big Digital Analytics Mistakes That Marketers Make - Profs

Three Big Digital Analytics Mistakes That Marketers Make - Profs | The MarTech Digest | Scoop.it
Mistake 1: Marketing analytics aren't mapped to the KPIs that your company and board care about most

Mistake 2: Analytics are focused on the wrong questions

The only thing worse than the wrong answer is the right answer to the wrong question. We often see marketers that are married to their theories and hunches, using analytics to confirm biases rather than to explore alternatives.

Mistake 3: Expect the data to do all the work

All too often, the data is expected to do all the work. As a result, the full exploration of data is often cut short before the best insights are allowed to surface. Early marketing analysis is often very different from the analysis that ultimately leads to a winning strategy.
CYDigital/marteq.io's insight:

Especially #1...

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How to Track Your Email Campaign Performance Post-Click - Litmus

How to Track Your Email Campaign Performance Post-Click - Litmus | The MarTech Digest | Scoop.it
How do you measure the success of an email campaign?

While your email service provider is full of great metrics like open, click, and spam rates, there’s likely a gap in subscriber engagement. What do your subscribers do after they’ve clicked through to your website? What pages are they visiting on your site? Do they spend time on a particular page, or do they bounce immediately? Are they purchasing anything?

By adding tracking to your links you can answer these questions—and more—for a full picture of your email campaign success.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

CYDigital/marteq.io's insight:

A step by step guide.

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Customer Journey Analytics: A Manifesto - Gartner

"Today’s marketing analyst uses too many tools. We have to: it’s just the way that it is. These can be divided into five basic types:

  • Web and Mobile Analytics — measuring engagement with sites and mobile apps (which themselves often need a different tool)
  • Social Analytics — applying text analytics, counting and graph methods to posts
  • Media Analytics — attribution and marketing mix modeling (either separately or combined) for measuring the impact of paid media
  • Customer Journey Analytics — using CRM and marketing system data to track known individuals over time
  • Voice of the Customer Analytics — mining customers’ perceptions and opinions using surveys, text analytics and feedback cues

 

"Customer Journey Analytics: What is this? It’s actually an interesting and relatively early-stage set of methods and tools that grew out of CRM. Leaders in the space include Thunderhead (“It’s Not Your Journey, It’s Theirs”) and Clickfox, names little known in digital marketing departments. And there’s some promising start-up activity (see Pointillist). These tools build a customer profile based on known attributes — value, loyalty, product preferences, locations — and layer on how they behave over time in digital channels or stores. Any data scientist will see the value of such information, gathered from enough individuals, to marketings’ efforts to improve offers, messages, timing and sales."

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Another Holy Grail? 

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massimo facchinetti's curator insight, March 6, 2016 11:27 PM

Another Holy Grail? 

Marc Wachtfogel, Ph.D.'s curator insight, March 7, 2016 7:36 AM

Another Holy Grail?