Measure & Analyze / videos
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
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Search Budget Myths
Interview
Search Budget Myths
Michael Jones, Chief Revenue Officer for Channel Advisor Corporation, explains that one of the biggest search myths is the idea that companies should define a particular budget for search. If a company is making their margin targets, they need to ...
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Education Marketing
Interview
Education Marketing
Jason Katcher, Head of Industry for Education at Google, talks about how the internet makes it easier to tie ad campaigns to results, and why this is especially useful for education marketers.
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Mid-Size Marketing
Interview
Mid-Size Marketing
Max Kalehoff, VP of Marketing at Clickable and Board Member of the Future of Advertising Project with Wharton, talks about how the majority of the advertising economy in the U.S. comes from small and mid-sized businesses. These businesses care less ...
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Online Campaign Trends
Interview
Online Campaign Trends
Delana Jones of Struble Eichenbaum Communications talks about several trends in political online campaigns, including the use of testing, targeting and feedback tools.