Attribution Modeling, or the ability to connect a sale with a specific marketing effort, is a hot topic. But the model is flawed. In this podcast episode, Elizabeth and Steve introduce Contribution Modeling, a well-rounded way to measure the ROI of our marketing tactics.
Persona-centric marketing helps organizations realize higher conversion rates and customer retention, but making the shift from product and service marketing to personas is not always easy. In this podcast, we explain what persona-centric marketing is, and how you can overcome the 6 common challenges faced by organizations who try to adopt persona-centric practices.
Today’s episode is all about discovering the impact of brand on your organization’s bottom line. While many companies want to focus their investment on Do-state marketing, it’s actually less expensive to invest in brand and build affinity earlier in the customer journey.
A-B testing is the core of experimentation. With the right execution, it not only provides uplift in click-through rate and conversions, but also serves as an audience insight generator. This podcast explores how six things — sample size, random sample, controls, duration, statistical confidence and testing for insight — can make an A-B test effective and beneficial to all departments in an organization.
There are four components of effective marketing measurement. This week’s podcast explores how measuring investment, outcomes, attribution and time can help us determine ROI, so we can finally have an answer to our client’s biggest question: “is my marketing working?”
Changes in consumer behavior have impacted both sales and marketing in positive and negative ways. This podcast explores how sales and marketing must adapt to meet the demands of this new consumer behavior — and gain a new appreciation for each department’s role in the organization.
Does everybody hate advertising? A Marketing Land article says yes, but a recent study by HubSpot says 68% of consumers are actually OK with it if the message is relevant to them. So why the dissonance? In this episode, we explore why consumers are paying to opt-out of advertising with new technology, and how marketers can combat this trend by transforming their advertising from something hated, to something appreciated.
This is the final episode in our Deep Dive podcast series, which explored the 5 customer journey states. Previous episodes examined See, Think and Do. This episode is all about the importance of personalized content for the end phase of the buying journey: Grow and Give. We will discuss the goals, appropriate content, targeting methods, and measurement for the current customers that comprise the Grow and Give states.
The buying behavior of consumers has changed, and the sales strategies that worked 10 or even 15 years ago no longer work today. Consumers expect more of the products and services they purchase and more of the brands from which they purchase those products and services.
Last week we talked about the proper set-up and tools for effective experiments. Since analytics are vitally important to successful experimentation (and essential to Iterative Marketing); therefore, this episode is dedicated to getting the most from Google Analytics. In this episode, we discuss how to obtain clean data, track conversions that will meet objectives, pass information into Google Analytics, and how to pull back out customized reports.