Four challenges marketers face when measuring and optimizing their brand efforts.
New industry benchmarks for mobile campaign measurement
Every marketing team and campaign has its All Stars and MVPs—just be sure to recognize each player's contributions throughout the game.
3 key factors for a successful blending of marketing and customer service.
Marketing success needs to be defined, specified, agreed upon, and then made highly visible.
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.
Nielsen Online Campaign Ratings aims to help marketers maximize ROI of online ads in concert with TV placements.
Advertising Research Foundation President and CEO Gayle Fuguitt talks trends at ARF's re:Think 2014 conference in New York City.
Mobile's mad global growth surprised even Facebook, the company's VP of marketing solutions tells ARF conference attendees.
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.
Sales attribution is imperative for a company and its growth.
As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.
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.
The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.
The marketing power in your customer base comes down to economics—or, in another word, value.
From segmentation to measurement, the wrong approach to marketing essentials can hamper performance.
Some quick info hits to keep you up-to-date, including the number of companies that have a chief marketing technologist.
Measuring marketing performance is a must now more than ever before.
Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.
Lion Brand Yarn builds off its loyal customer base in a changing social media landscape.
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.
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.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
Myriad data issues stand in the way of some marketers' ability to effectively measure ROI.
More and more, consumers are bombarded with messages—what stands out is how marketers are slowly taking up the concepts of offer optimization.
Systematic testing and measurement—even at today's Internet speed—is essential to the continuous improvement of marketing results.
Direct marketers should adopt, in conjunction with Big Data, the concept of Big Measurement.
Customer-focused, integrated messaging is the key to long-term customer engagement.
Customer lifetime value is a common metric that—if calculated correctly—offers insight into building a customer strategy.
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.
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.