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.
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured.
To break the innovation delay, we all need to do a better job of embracing new measurement technologies.
AOL will guarantee audience delivery for online video marketing campaigns across AOL's properties, said Charles Gabriel, VP of sales at AOL Video.
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.
DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.
According to a recent survey conducted by Epsilon, 35% of retailers currently offer digital receipts, also known as electronic receipts.
Imagine that you're about to interview a prospective new hire. You've read their resume, been briefed by HR and are feeling confident that your recruitment team has done their job well. Now, tear up the resume and step away from your desk. It's time to find out what the true value of this candidate is: their "ROL," or "Return on Life."
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.
Email appending gives you the ability to reach your postal-only contacts by email.
The Nielsen Co. acquired Marketing Analytics in a deal that closed August 8. Marketing Analytics tracks and correlates marketing initiatives and product sales to measure ROI.
Measuring social media effectively is vital to understanding what impact your efforts are having on your business goals. What steps should you take to ensure your company is tracking your social media efforts in a way that makes sense for you?
While some brands continue to debate the merits of social media in their marketing mix, others have made tangible strides in measuring these initiatives.
The Nielsen Company said November 17 that it underreported the audiences of the top 1,000 websites by an average of 5% in September. It is the second time this month that Nielsen has identified erroneous website visitor numbers.
Social media marketing software provider Offerpop launched a Twitter measurement platform June 24 for brands to gauge their success on the social site. Eight retailers are using the service, including athletic apparel company City Sports, bookseller Dymocks and high-end home furnishings company Layla Grayce.
Facebook has teamed up with Nielsen in a strategic alliance to help marketers better measure social media campaign results. The partnership, announced September 22, has produced a tool called BrandLift, which polls Facebook users via opt-in surveys to measure consumer attitudes and purchase intent from display advertising on the social network.
Web analytics firms ComScore and Omniture have formed a partnership to better analyze and track online audiences. Together, the companies will create a unified measurement service for publishers and advertisers, they announced September 21.
Internet users spend the majority of their online time on content sites, according to the Online Publishers Association.
Database marketing agency Merkle has formed a business, called LogicLab, to create results-based measurements for media buying. It will develop online tools for media buyers to determine the value of their ad buys. Merkle is developing similar tools on a proprietary basis for some clients.
Total measured advertising spending during the first half of this year dropped 14.3% to $60.9 billion, compared with the same period in 2008, according TNS Media Intelligence. The data, released September 16, also reveals ad spending during the second quarter was down 13.9% compared to the same period of last year, representing its fifth consecutive quarter of year-over-year declines.
E-mail marketing is the most popular form of online lead generation in the US, according to recent research from Clash-Media. Seventy-five percent of organizations use it. In addition, the Center for Media Research believes that 81% of businesses plan to increase spend on e-mail by the end of the year.
This article shows you how to interpret and optimize the conversion rate of your various e-mail list segments to drive meaningful revenue improvement. Sustainable e-mail marketing doesn't burn out your list by over mailing, or addict your subscribers to unprofitable discounts. Instead, it balances revenue generation with reasonable email frequency and quality offers for your subscribers.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.