Measurement

To Measure Success Is to First Define It

To Measure Success Is to First Define It

Marketing success needs to be defined, specified, agreed upon, and then made highly visible.

Trade Complexity for Elegance

Trade Complexity for Elegance

Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in the marketplace.

News Byte: Nielsen and Integral Expand Into Digital Ad Ratings

News Byte: Nielsen and Integral Expand Into Digital Ad Ratings

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Nielsen Online Campaign Ratings aims to help marketers maximize ROI of online ads in concert with TV placements.

Video: 3 Questions With the ARF's Gayle Fuguitt

Video: 3 Questions With the ARF's Gayle Fuguitt

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Advertising Research Foundation President and CEO Gayle Fuguitt talks trends at ARF's re:Think 2014 conference in New York City.

Facebook: "We Need New Measurement for a New Era"

Facebook: "We Need New Measurement for a New Era"

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Mobile's mad global growth surprised even Facebook, the company's VP of marketing solutions tells ARF conference attendees.

Why Content Marketing Fails

Why Content Marketing Fails

While content is an essential part of any comprehensive marketing strategy, it's not a magic bullet—nor will it solve all of your marketing woes.

Defendable Multichannel Sales Attribution

Defendable Multichannel Sales Attribution

Sales attribution is imperative for a company and its growth.

Response Attribution: A New Lens for Measuring Success

Response Attribution: A New Lens for Measuring Success

As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.

Fast Facts: September 2013

Fast Facts: September 2013

Some quick info hits to keep you up-to-date, including the percentage of consumers who open retailers' emails almost every time they receive them.

Q&A: Sherrill Mane, SVP of research, analytics, and measurement, IAB

Q&A: Sherrill Mane, SVP of research, analytics, and measurement, IAB

The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.

It's All About What Customers Value Most

It's All About What Customers Value Most

The marketing power in your customer base comes down to economics—or, in another word, value.

Five Digital Marketing Missteps for Smart Marketers to Avoid

Five Digital Marketing Missteps for Smart Marketers to Avoid

From segmentation to measurement, the wrong approach to marketing essentials can hamper performance.

Fast Facts: July 2013

Fast Facts: July 2013

Some quick info hits to keep you up-to-date, including the number of companies that have a chief marketing technologist.

Infographic: Measures of Marketing Performance

Infographic: Measures of Marketing Performance

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Measuring marketing performance is a must now more than ever before.

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

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Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.

Weaving Data into Personal Interactions

Weaving Data into Personal Interactions

Lion Brand Yarn builds off its loyal customer base in a changing social media landscape.

Fast Facts: June 2013

Fast Facts: June 2013

Some quick info hits to keep you up-to-date, including the number of marketers who are satisfied with their company's ability to measure ROI.

Make Marketing Attribution Work: Four Steps to Successful Implementation

Make Marketing Attribution Work: Four Steps to Successful Implementation

From day-to-day media buying to big picture planning, attribution provides marketers with the analysis and recommendations they need to continuously improve marketing results and ROI.

Don't Just Prove ROI, Strive to Consistently Improve It

Don't Just Prove ROI, Strive to Consistently Improve It

Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.

Infographic: The Surprising Impact of Data on Marketing ROI

Infographic: The Surprising Impact of Data on Marketing ROI

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Myriad data issues stand in the way of some marketers' ability to effectively measure ROI.

Relevant Offers: Three Crucial Factors

Relevant Offers: Three Crucial Factors

More and more, consumers are bombarded with messages—what stands out is how marketers are slowly taking up the concepts of offer optimization.

Timeless Marketing Truth #1: Slow and Steady Wins the Race

Timeless Marketing Truth #1: Slow and Steady Wins the Race

Systematic testing and measurement—even at today's Internet speed—is essential to the continuous improvement of marketing results.

A new view of Big Data for direct marketers

A new view of Big Data for direct marketers

Direct marketers should adopt, in conjunction with Big Data, the concept of Big Measurement.

The new email messaging mandate

The new email messaging mandate

Customer-focused, integrated messaging is the key to long-term customer engagement.

Measuring the lifetime value of a customer

Measuring the lifetime value of a customer

Customer lifetime value is a common metric that—if calculated correctly—offers insight into building a customer strategy.

Analytics & measurement: Marketing in the 2.0 era

Analytics & measurement: Marketing in the 2.0 era

In the early days of the Web, the "online marketplace" seemed to level the playing field between Fortune 500 B2B organizations and smaller companies. Then, the online world exploded at a remarkable pace.

Meaningful social media measurement

Meaningful social media measurement

When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured.

Measurement innovation delay

Measurement innovation delay

To break the innovation delay, we all need to do a better job of embracing new measurement technologies.

AOL offers guaranteed audience delivery for video campaigns

AOL offers guaranteed audience delivery for video campaigns

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AOL will guarantee audience delivery for online video marketing campaigns across AOL's properties, said Charles Gabriel, VP of sales at AOL Video.

Report: B-to-b marketers don't measure campaigns

Twenty percent of b-to-b marketers don't measure the effectiveness of their campaigns, particularly when it comes to generating marketing-sourced sales leads, said Adam Blitzer, COO of Pardot, a marketing automation company that specializes in b-to-b.

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