/Marketing Leadership

When your trusted tools become antiques, or …

One sure way to situate a movie scene in the mid-20th century is to stage a young man holding a wrench in the act of leaning over a car engine, happily tinkering. In those days, many of the processes going on under the hood of a car were accessible to anyone willing to get their [...]

By | 2017-11-20T09:12:56+00:00 September 8th, 2017|Business, Marketing, Marketing Leadership|0 Comments

Marketing Performance Measurement: Where Are We?

Over the last couple of years we’ve heard a lot of noise about marketing becoming a “revenue center, instead of a cost center.”  I first heard this particular soundbite in 2014, skillfully laid out by a very engaging and data-savvy presenter. I was attending one of those huge annual marketing conferences in Las Vegas. It [...]

How Much of Your Marketing Spend Goes Untracked?

How much of the money your company spends on advertising and marketing goes untracked? Or suboptimally tracked? Do you know? Does anyone in your organization actually know? The digital marketing industry is suddenly awash in new technologies that allow companies to optimize their marketing spend by refining attribution, to the point where each step [...]

Tracking First Newsletter: July 13, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   --Big Data is the Key to the Future of Multi-Device Marketing Optimizing a multi-device marketing campaign is difficult. Marketers often see only one device in their analytics reports, even though the average customer uses three to engage with [...]

By | 2017-08-09T09:11:57+00:00 July 13th, 2017|Business, General, Marketing, Marketing Leadership|0 Comments

The analytics challenge of pharma marketing – Part 2, Solutions

Tracking First interviewed Dominic Tassone of the Indegene Encima Group for this two-part series focused on the unique campaign tracking challenges faced by marketers in the pharmaceutical industry. Part one covered the challenge, and part two explores how pharma marketers are tackling it.   Tracking First: Thanks for your helpful explanation of the unique tracking [...]

The unique analytics challenge of pharmaceutical marketing – Part 1

Tracking First interviewed Dominic Tassone of the Indegene Encima Group for this two-part series focused on the unique campaign tracking challenges faced by marketers in the pharmaceutical industry. Part one covers the challenge, and part two will explore potential solutions.   Tracking First: What makes the challenge of marketing analytics in the pharmaceutical industry unique?   [...]

Are you sure you know what you think you know?

When you’re in charge of the Library of Congress, there are probably all kinds of pressing practical concerns. Daniel J. Boorstin, twelfth Librarian of Congress, appears to have made time to consider the big picture as well. He is credited with this assertion: “the biggest obstacle to discovery is not ignorance — it is the [...]

By | 2017-06-07T08:54:52+00:00 June 7th, 2017|Art, Business, Marketing, Marketing Leadership|0 Comments

More than one leg to stand on

I recently came across an idea that interested me in The Way to Design, by Steve Vassallo, award-winning designer and entrepreneur. He elaborated on a concept familiar to many engineers (and one that’s increasingly been adopted in the marketing world), that of “T-shaped” people, those who know a certain field very well and have enough [...]

Tracking First Newsletter: May 17, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   –Marketing Technology May Never Consolidate (But That’s a Good Thing) Marketing technology has consolidated to the point where it looks like a pyramid: a few billion-dollar giants on top, dozens of $100 million firms at the next level, [...]

By | 2017-06-01T14:09:04+00:00 May 17th, 2017|Business, General, Marketing, Marketing Leadership|0 Comments

Changing the Business of Relying on Marketing Analytics

Stop me if you’ve heard this one: a digital analyst, with a background in web development and marketing, takes a role heading up web analytics for a Fortune 500 company…and finds himself in the midst of chaos. The business wants to know how their marketing campaigns are performing, and they keep pestering IT for a [...]