Author: Jeff Rajeck

Jeff Rajeck

Four things to know about agile marketing before you try it

It's that time of year again. That time when marketers look at what they've accomplished this year and think, should we be doing things differently?

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10 top tips for those getting started with marketing automation

Automation has been a marketing goal for many years now. Most companies have identified tasks, such as abandoned cart emails, which are better handled by an always-on algorithm than a marketer.

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Three promising signs that companies are finally starting to appreciate CX

For years it has felt like we're stuck at the beginning of the journey toward improving customer experience (CX).

We know what we want to achieve (great CX), we have plenty of ideas about how to do it, yet very few of our organisations have truly aligned their objectives with the customers'.

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The four habits of successful data-driven marketers

As marketers, we are constantly encouraged to be 'data-driven'. For starters, we are expected to keep a close eye on acquisition costs, track funnel metrics, and keep tabs on conversion rates.

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The single best way to improve your online advertising

One of the most popular topics at Econsultancy events is online advertising.

Countless discussions have been had about paying for social media reach, whether to retarget or not, and the latest on programmatic buying.

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Three problems marketers face with digital transformation (and three solutions)

There is a lot of advice about digital transformation available these days.

A quick Google search turns up endless articles from blue-chip technology companies and consultancies, offering trend data, solutions and thought leadership.

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Three ways B2B marketers can drive more traffic to their sites

Advice for B2B marketers often focuses on how to optimise the company website. Specifically, marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action.

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The essential first step toward digital transformation

Many people wonder where they should start with a digital transformation programme. The most obvious place, since we are talking about 'digital' transformation, is technology.

Starting transformation with technology may include doing things like revamping the website, building an app, or even purchasing a marketing cloud to show that your company is, indeed, on its way to becoming digitally transformed.

Doing so, however, may be a big mistake.

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How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world's largest B2B enterprises.

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Analytics approaches every marketer should know #4: Prescriptive analytics

One of the vast, underexplored opportunities of digital marketing is that, with the right data, marketing performance can be improved automatically in ways which marketers cannot foresee.

To make this happen, though, marketers need to use analytics, specifically prescriptive analytics, which we discuss in our fourth and final post in the series.

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Analytics approaches every marketer should know #3: Predictive analytics

According to many of today's advocates for data-driven organisations, predictive analytics sounds the most exciting. It apparently lets us 'predict the future using data from the past'.

While being able to see the future sounds great, the reality of predictive analytics is a bit more mundane. It does, however, still have the potential to make real business impact in the present.

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Analytics approaches every marketer should know #2: Diagnostic analytics

In the first post in our series on analytics, we discussed descriptive analytics which you can use to keep others informed about what has happened.

The next step on your analytics journey is to discover why something has happened, and for that you need diagnostic analytics. Here's an overview of the practices including an example, a step-by-step guide and some best practices.

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