Tracking First Newsletter: Sept 19, 2017

19 Sep Tracking First Newsletter: Sept 19, 2017

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Take a look here, to see what we’re reading and talking about. Some of the headlines:

 

–Measuring Marketing ROI: Are You Doing It Right?

If you’re a Web Analyst, you are probably an expert on different attribution models—last-touch, first-touch, even-weighting, time decay, and so on—because most of the Web analytics vendors, such as Adobe Analytics and Google Analytics, have free attribution solutions built into their tools. Last-touch attribution is the default, and it shows which marketing channels drive sales and conversions. However, if the internal and external campaigns aren’t set up correctly (as when the same eVar is used to track both), orders generated by the external campaigns could be overridden by the internal campaigns.  Marketing Profs  (9/11/17)

 

–Three Ways Data Silos are Stunting Your Business Growth

The biggest hurdle currently facing data managers is not how to effectively analyze and use all the data a business captures, but how to access it across multiple data silos. Data silos occur when business units hoard access to a particular subset of information. It’s a bunker mentality that shouts, “It’s mine!” as those in the silo seek to hold on to personal power. Businesses that limit access to their data between departments are also seriously limiting their own effectiveness. The will to combat silos needs to originate at the top of the organization.  Data Insider  (2/9/17)

 

–Data Analytics is Changing the Game in Event Marketing

Event marketing is at the start of a digital revolution. New technologies are providing access to data that was previously out of reach (through recent innovations like wearable technology, event mobile apps, beacons, etc.), while new real-time analytics tools can capture and analyze that data, making it possible to measure event success in new ways. Using a data-driven approach, marketers can now ask, is the event financially viable? Are attendees engaged and satisfied? Going forward, marketers have an unprecedented ability to evaluate event ROI in real time based on empirical evidence.  Brand Quarterly  (6/16/17)

 

–3 Suggestions to Make Your Content More Personable and More Profitable

This author proposes a content marketing hack to deploy immediately: stop overthinking things and get personal.  Many marketers wrack their brains trying to find a way to reach more people and get more reviews — all in an effort to boost the visibility of their business. However, they often fail to remember a fundamental rule of any business: Be likeable!  Marketing Land  (8/11/17)

 

–35 Innovators Under 35

The MIT Technology Review profiles 35 inventors tackling some of the web’s — and the world’s — thorniest challenges. These young entrepreneurs are experts in their fields, creating breakthroughs that will make everything from AI to solar power to heart valves more effective and more efficient.  MIT Technology Review  (8/1/17)

 

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Joseph Riddle
joseph@trackingfirst.com
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