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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Mobile Site Redesign Drives Results for 1-800-FLOWERS.COM
Case Study
Mobile Site Redesign Drives Results for 1-800-FLOWERS.COM
By thoughtfully analyzing user behavior on their mobile site, and building enhancements to make the browsing and purchase experience even more robust, 1-800-FLOWERS.COM saw immediate lift in the performance of their mobile website.
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Target the Lifetime Value of Customers
Highlights
Target the Lifetime Value of Customers
Peter Fader: Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School, University of Pennsylvania, Co-Director - Wharton Customer Analytics Initiative. As more financial services firms get to know their customers better, questions arise about how this will improve ...
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Tracking Across Multiple Screens
Interview
Tracking Across Multiple Screens
In an interview, Avinash Kaushik, Digital Marketing Evangelist at Google, discusses the importance of utilizing multiple screens when marketing to consumers and the ability to track to the final conversion.
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Multiple Screens & Tracking
Multiple Screens & Tracking
In an interview, Avinash Kaushik, Digital Marketing Evangelist at Google, talks about how the ability to track across multiple devices will only improve over time.
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Metrics & Tracking
Interview
Metrics & Tracking
Avinash Kaushik, Digital Marketing Evangelist at Google, describes the three key metrics he believes it's critical for all business to track online. They are task completion rate, economic value and bounce rate.
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Marketing & Sales
Interview
Marketing & Sales
Maureen McGuire, CMO of Bloomberg L.P., believes that marketing has value when it increases market share. Marketers must improve sales productivity more scientifically than ever before. In an organization where marketing is a new function, build credibility one project at ...
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Marketing Tactics
Interview
Marketing Tactics
Shruti Joshi, Executive Director of Consumer Marketing at Verizon Communications, talks about taking risks with new marketing tactics. It is less about taking risks, and more about trying different ways to reach the consumer and thinking about how to reach ...
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Measurement Standards
Interview
Measurement Standards
Todd Watson, eRelationship Manager at IBM, advocates measuring the effectiveness of new media across the industry. There are research methodologies for measuring online impact, including social graphing. Metrics organizations have an opportunity to develop standards, from search metrics to social ...
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A Long Term View
Interview
A Long Term View
Miles Nadal, Founder, Chairman & CEO of MDC Partners and Board Member of the Future of Advertising Project with Wharton, points out that economic indicators lag behind trends. In today's changing environment, people who will succeed are not focused on ...
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Complexity & Measurement
Interview
Complexity & Measurement
Matt Freeman, CEO of Mediabrands Ventures and Board Member of the Future of Advertising Project with Wharton, says that because measurement methods are idiosyncratic across different media, and because campaigns span several platforms, it is difficult to confidently measure return ...
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Define Success
Interview
Define Success
Seth Levine, VP and Director at One to One Health, explains that to maximize ROI on digital marketing dollars, a marketer must first describe what success looks like. While a prescription drug purchase cannot be directly linked to a website ...