Marketing Measurement

Short-Term Gains, Long-Term Wins

Short-Term Gains, Long-Term Wins

What are the most compelling ways to measure marketing success?

Just Because I Know You Doesn't Mean I Like You

Just Because I Know You Doesn't Mean I Like You

One Tough Question: What marketing measure is overrated or outdated?

Holistic Measures Move Into the Mainstream

Holistic Measures Move Into the Mainstream

More holistic measures require new technologies, but they also require marketers to get back to basics.

Campaign ROI Is Out. Weighted Campaign Influence Is In.

Campaign ROI Is Out. Weighted Campaign Influence Is In.

Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.

Cross-Channel Marketing Requires a Common Metric

Cross-Channel Marketing Requires a Common Metric

Considering the many new data sources available, what marketing measure is overrated or outdated?

It's time for marketers to get back to basics

It's time for marketers to get back to basics

A focus on data inputs without contextual outputs lacks meaningful insight. Marketers must test and measure in a way that shows the outcomes of their efforts.

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.