Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
What metrics you should track depends on what you are trying to do. Depending on your business objective, you will likely have a few metrics that are more important, or more nuanced for that. However a common basket of metrics is: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate,… Continue reading
Not at all, marketing analytics is easy to get started in. An easy place, is to create a website or blog, and create some content. And see the analytics that you get. You can install a platform like Nudge, to see some of the metrics. And that’s an easy place to get started. Use that data to help improve your marketing efforts. It’s often recommended for marketers to have a little side project, like this, to experiment on. .. This… Continue reading
Growth is always important, in a changing marketing place, companies need to seek growth to stay ahead. Or even to stay where they are. Growth marketing supports this, through finding ways to grow the business, through digital channels. Using data & analytics to find opportunities to experiment, scale, reach and engage new customers. And given consumers spend so much time online, nearly 5 hours/day on average, it is a very rich place to engage them. Continue reading
Advantages of content marketing: Low cost to entry (but effort to excel) Low to zero ongoing cost to keep doing content marketing Building marketing assets that work 24/7 365 days a year. Build awareness of your brand and cut through the noise Enhance differentiation and preference for your offering Direct engagement with customers It exists close to the purchase journey Positions as a market leader There is more on the advantages (and disadvantages of content marketing). The common challenges… Continue reading
Awareness is usually the top issue facing companies in improving their sales. Awareness of: 1. The brand itself. 2. It’s unique properties/differentiation in the marketplace Brands need to work to continually educate the market on these two. And this will help drive sales. If a company has awareness, and the market knows of its points of difference, and sales are declining. It could be other problems, such as supply constraints, the overall market could be shrinking (or other macro… Continue reading
Analytics can enable growth, through providing a feedback loop. The feedback loop can identify bottlenecks, areas of potential growth and areas where waste is occurring. Then companies can act on these insights, to increase their performance, in whatever part of the business that challenge lies. At a very basic level, it works like this: 1. Measure the challenge/problem. 2. Audit the results, looking for opportunities. 3. Take action on those insights. Rinse/repeat. With a continual focus on… Continue reading
Analytics can play a role in the challenges which most businesses face. Typically centre around ‘performance’ where data can help provide a baseline on the current performance, and provide indicators of progress and hitting targets. So if a business has a performance challenge, analytics can help address it. This can include, how to grow the business, grow sales, marketing, headcount, channel partnerships. It just takes sitting down and going, how can we measure this, are their providers that do this… Continue reading
There are a number of platforms like Nudge that focus on maintaining privacy for users. Nudge. Nudge is built with privacy in mind, to ensure that brands can get insights to make informed decisions but not at a cost to their customers. This is the best long term approach for all parties involved. To provide insight, in a reasonable manner. Continue reading
Install a platform like Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. Continue reading
Where the customer feels like their privacy is being violated. That is the line. Customers have expectations on what happens with their data, and those expectations need to be managed. Over time, they may change. But companies that start from a point of, what would a reasonable person want, are going to have an enduring approach. In most cases, for analytics purposes, going deep on one single customer isn’t instructive. Analytics tends to look for broad trends across populations of… Continue reading