Marketing Measurement

Measuring Marketing Across Channels

Measuring Marketing Across Channels

As omnichannel marketing becomes the norm, measuring performance across channels moves from optional to elemental.

3 Essential Email Metrics

3 Essential Email Metrics

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The next wave of metrics for marketers will look at data that reveals customers' expectations, motives, and life experiences.

Voting on the Right Marketing Metrics

Voting on the Right Marketing Metrics

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Digital marketing strategists created a winning campaign for Virginia's Democratic gubernatorial candidate, Terry McAuliffe.

Metrics That Measure Up

Metrics That Measure Up

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Experts reveal which metrics matter most for six marketing channels.

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One Tough Question: What marketing measure is overrated or outdated?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Considering the many new data sources available, what marketing measure is overrated or outdated?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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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.


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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...