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Posts tagged with Metrics

Are brands overestimating the value of social data?

Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.

And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.


Google posts strong Q4 earnings, buoyed by holiday ad spend

The 2012 holiday shopping season was one for the online retail records and that led to a very merry Christmas for Google, which reported its fourth quarter earnings yesterday.

All eyes were on the search giant, which failed to deliver in the third quarter, much to the disappointment of Wall Street.

But there was no disappointment this time as the company delivered $14.4bn in revenue, a 36% year-over-year increase, and earnings of $2.9bn, up from $2.7bn in the same quarter a year ago.

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Five big marketing mistakes companies make

For most businesses, marketing is a crucial component of success. If you can't market effectively, you can't sell and grow, and that spells trouble.

Thanks to the internet, the rise of digital marketing channels, and the abundance of marketing tools and technologies, companies have more marketing assets and capabilities than ever.

But figuring out how to use them correctly is often a challenge and there are a number of common mistakes that hold companies back. Here are five of the biggest and most detrimental.

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Introducing the DBQ, perhaps the ultimate digital marketing performance metric

I overheard a CEO last week ask the marketing guy: “Hey, are we any good at generating business using digital?” Easy enough question right, but if you consider it for a while, holistic metrics like ROI and ROMI do not fully offer insight into whether a company is maximizing its digital business opportunity.

But how can we measure this? Enter the Digital Business Quotient (DBQ).


Five easily-avoided content marketing mistakes

According to Econsultancy's recently published Content Marketing Survey, the number of search queries for the phrase 'content marketing' has more than doubled in the past two years, a reflection of the fact that more and more companies are turning to content marketing to promote their wares.

When used effectively, content can be one of the most powerful marketing tools, but many companies dipping their toes in the content marketing water are making huge mistakes in how they develop and execute their strategies.

Content Marketing

Which content marketing metrics are valuable for Econsultancy?

Recently, I looked at how respondents to our Content Marketing Survey Report are measuring the results of their content marketing efforts. 

Following on from this, I thought I'd provide some insight into the content marketing objectives for the blog, the metrics we look at to measure success, and the lessons we learn from them. 


Three secrets of experienced email marketers

@ or at sign made of puzzle pieces on white backgroundThere are hundreds of tips experienced email marketers can give you. In this blog I’ll share three that you may not have heard before.

Hopefully, there’s at least one you can use.

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LocalResponse brings historical intent targeting to Twitter

With consumers posting countless pieces of content each and every day on popular social platforms like Facebook and Twitter, it's no surprise that much of the attention of the social media ecosystem has been focused on 'real-time.'

But for brands trying to reach consumers on these platforms, is there room for a back-to-the-future approach?


Which content marketing metrics are you using?

Content marketing is all the rage right now, but how are publishers measuring the success of their content strategies? What are the most important metrics? 

Of course, the answer may depend on the type of business and the aims of any content strategy, but some metrics are useful whatever the purpose. 

I'll look at some of the responses from our Content Marketing Survey Report, sponsored by Outbrain...


Twitter co-founder reveals his dream metric

For brand marketers looking to figure out whether or not their Twitter investments are paying off, metrics are a big challenge.

Arguably the most prominent Twitter metric, followers, is of limited use in practice, particularly since it's so easy to game. Other metrics, such as retweets, may be slightly more meaningful, but they're often difficult to connect to the most important business KPIs as well.


Einstein’s advice about email marketing metrics

Einstein may have pre-dated email marketing by many years but when he said “Not everything that can be counted counts and not everything that counts can be counted” he could have well been thinking about email marketing metrics.

Email marketing is rich in metrics; open rate, click rate, click to open, conversions, spam complaint rates, hard bounces, soft bounces, inbox placement rate, hurdle rates, unsubscribe rates, list growth rate, time spent reading, mobile opens and much more.

Unlike many marketing channels that are crying out for more meaningful metrics, the question for email is a little different.  

Just which metrics to use?

I recently caught up with Tim Watson Founder of Zettasphere  and Chair of the Legal & Best Practise hub at the DMA’s Email Marketing Council to find out more about the new email metrics and evaluation whitepaper he’s authored for the DMA.


Facebook's mobile ads work, if you use the wrong metrics

Wall Street may be done beating up Facebook shares, at least for the time being, but the world's largest social network still faces significant challenges.

One of the biggest and most talked about: skyrocketing mobile usage that is making it more difficult for the company to monetize its massive audience.

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