Consumers' omnichannel habits make marketing measurement problematic. It's time to rethink what measures matter.
As omnichannel marketing becomes the norm, measuring performance across channels moves from optional to elemental.
The next wave of metrics for marketers will look at data that reveals customers' expectations, motives, and life experiences.
Digital marketing strategists created a winning campaign for Virginia's Democratic gubernatorial candidate, Terry McAuliffe.
Experts reveal which metrics matter most for six marketing channels.
What are the most compelling ways to measure marketing success?
One Tough Question: What marketing measure is overrated or outdated?
More holistic measures require new technologies, but they also require marketers to get back to basics.
Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.
Considering the many new data sources available, what marketing measure is overrated or outdated?
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.
Company of the Week
Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.
DMN's Career Center
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.