/Marketing

Tracking First Newsletter: Sept 19, 2017

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 [...]

By | 2017-11-20T10:13:07+00:00 September 19th, 2017|Business, Marketing, Marketing Leadership|0 Comments

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

Is your marketing attribution machine choking on bad data?

This past weekend, my 15-year-old was mowing the grass in our yard — a Memorial Day tradition for generations of American teenagers. About half way through the job, the lawn mower died. It turns out he had used the wrong fuel for the engine. Though it was taken from a can that was sitting in [...]

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