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One Tough Question: What marketing measure is overrated or outdated?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Considering the many new data sources available, what marketing measure is overrated or outdated?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
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...