Measurability

The Best Results Aren't Always the Hard Numbers

The Best Results Aren't Always the Hard Numbers

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Direct marketers love their quantitative measures, but qualitative insights can be just as revealing.

Take a Deeper Dive Into Data

Take a Deeper Dive Into Data

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Here are the data and analytics lessons to carry into the New Year.

News Byte: BrandAds Bumps Up Metrics for Online Video

News Byte: BrandAds Bumps Up Metrics for Online Video

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MRC's lifting of its viewability advisory for display does little for users of pre-roll video, says company's co-founder.

Cross-Channel Measurement: Why Attribution Is the Wrong Path

Cross-Channel Measurement: Why Attribution Is the Wrong Path

The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?

Measuring the Wow

Measuring the Wow

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Creativity in the age of marketing accountability.

ComScore: Facebook ads work

ComScore: Facebook ads work

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Despite recent debate as to the dubious viability of Facebook ads, a comScore report released on June 12 finds the contrary.

Google revamps audience measuring analytics

Google revamps audience measuring analytics

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Google introduced the Brand Activate Initiative, designed to promote an alternative way of measuring the audience for online media by implementing metrics similar to those used in television, said Neal Mohan, Google's VP of display advertising, at Ad Age Digital Conference in New York.

The who, where, how and why of lead nurturing

The who, where, how and why of lead nurturing

Lead nurturing is about cultivating leads that aren't ready to buy and keeping prospects engaged by providing relevant content.

Digiday 2011: Integrate digital media, brand advertising

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​Brand marketers who favor creative ads that run at scale should not believe digital media to be the domain of direct-response advertisers and ignore the channel's capabilities, said the heads of two industry trade organizations at the "Digiday Agency" event on Dec. 12 in New York.

Should brands discontinue print catalogs?

Should brands discontinue print catalogs?

Two longtime marketers weigh in on whether or not brands should keep print catalogs in their marketing mix.

Become an email rock star with a targeted game plan

Become an email rock star with a targeted game plan

Become an email rock star by following these four tactics.

Email measurement: the missing ingredient

Email measurement: the missing ingredient

Are marketers effectively using email to get closer to their customers? If email is the least expensive, most trackable and easiest way to understand customer behavior, why aren't more marketers using it to its full potential?

E-Trade doesn't 'agonize over' measuring social ROI: DMA All for One

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Despite using social media networks such as Facebook and YouTube to broaden the reach of its "Talking Baby" campaign, E-Trade is not worried about measuring the channels' ROI, said Nicholas Utton, EVP and CMO of the company, on June 20.

Q&A: Stephen Thomas, VP of marketing, Edible Arrangements

Edible Arrangements' VP of marketing explains how the fruit franchiser targeted men for the first time last year

Set clear objectives for social success

Set clear objectives for social success

Social media marketing can produce significant return on investment when it is done well, but many companies jump into it without setting clear objectives.

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