/URL Tracking

For Brand Integrity, Know the Company You Keep

If you’re a busy marketer, you juggle multiple competing priorities daily. The biggest one is often “we need more site traffic,” followed immediately by “but only the right kind of traffic.” It’s no wonder that programmatic ad buying has become the default since it usually equals quick, cheap volume. Priority one is met, and busy [...]

By | 2018-09-12T10:05:46+00:00 September 12th, 2018|Marketing, Marketing Leadership, URL Tracking, Web Analytics|0 Comments

What is Your Marketing ROI?

If you were asked about the ROI (Return on Investment) you are getting from your marketing campaigns, would you be able to answer? With the age of digital marketing upon us, there aren’t many excuses why you are unable to get clear and granular ROI data. In an article written by Gerald Chait, he talks [...]

By | 2018-09-11T08:52:46+00:00 September 10th, 2018|URL Tracking, Web Analytics|0 Comments

How to Make “UTM Parameters” Work for You

In Google Analytics you can see that your marketing efforts are paying off in the form of website traffic, but how will you determine which of your marketing channels is generating the most traffic to your site? Which campaigns are leading to more sales? Do more consumers/customers click on an image or hyperlinked text? Google [...]

By | 2018-09-05T09:38:44+00:00 September 5th, 2018|URL Tracking, Web Analytics|0 Comments

The “Unspecified” Problem

You’ve created a beautiful new digital campaign for your brand that you plan to track through Adobe Analytics. Perhaps you’re a marketer with some time under your belt, you’ve done this before, you know what channels you want to use, and you have your ideal customer in mind that you want to target. Or maybe [...]

7 Questions Your Campaign Data should be Answering

If a campaign launches without a way to measure data, does it ever actually get off the ground? We typically pour all of our energy (and money!) into efforts such as campaign themes, content calendars, and ad buys, but find our results lacking. It’s difficult to understand the impact of our campaign assets when they’re [...]

By | 2018-08-20T16:05:08+00:00 August 20th, 2018|URL Tracking, Web Analytics|0 Comments

Running Your Enterprise on Premium Data

Suppose you were lucky enough to own a Lamborghini or some other outrageously expensive and powerful luxury car. What kind of fuel would you use to fill its engine? It is common knowledge, even among people who know little about cars, that luxury car engines require a higher-octane fuel. If you happened to own such [...]

What Does It Mean to “Track” Your Marketing Data?

It’s a truism in Marketing in 2018 that “everything is trackable.” Ask the average marketer if he tracks his campaigns, and he’s likely to pull a face or respond with an eye-roll. Duh! So basic. Scratch below the surface though, and the story gets complicated. Ask the same marketer if he has a sense for [...]

By | 2018-08-20T16:08:32+00:00 August 2nd, 2018|URL Tracking, Web Analytics|0 Comments

Creating a Customer-Centric Experience Through Data

Whether it’s because being customer-centric in the digital world is difficult when users seem like data, the right elements and resources aren’t in place, or there’s too much extra data to know what to use, not all marketers know where to start when it comes to tailoring to customer experiences. Personalizing and improving digital experiences [...]

By | 2018-08-20T16:09:09+00:00 May 22nd, 2018|URL Tracking, Web Analytics|0 Comments

Talking ’bout a (clean data) Revolution

By now, you’ve probably seen some version of this alarming news: Bad Data Costs US companies three trillion dollars a year. That’s three trillions.   And what, dear reader, can be done about this? It turns out much can be done. To make that case, let’s start by considering campaign marketing data -- often considered [...]

3 Reasons 2018 will be the Year of Data Governance

I've been writing about data quality in marketing for quite a while now, and I think the moment is right for firms -- in particular, CMOs -- to turn their attention fully to the issue of data quality and governance. Why pick on CMOs in particular?  Let’s look at some trends. According to Gartner, the [...]