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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

How do you measure marketing performance

Install a tool 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. That’s the best place to start, capturing data on what you are doing, with analytics. Most will provide you some analysis out of the box,… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What are the benefits of measuring marketing effectiveness

The behavior of measuring marketing effectiveness, just the act of doing it, immediately pulls you into the top band of performance. Because you are creating a feedback loop, and ensuring that work is driving value for your business. In most cases, you’re not competing against the world, just a few competitors. So that’s the key benefit, it elevates your own performance. Other benefits include, finding opportunities to improve your marketing, areas to stop investing, enabling your team to better allocate… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How to start measuring marketing effectiveness

Install a tool 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. That’s the best place to start, measuring what you are doing, right now. Do a bit of an audit of all of your activities, and… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

Do i need to learn programming for measuring marketing performance?

Learning programming is not required to measure marketing performance. In fact there are more and more no code solutions available. You do however need to understand what a piece of javascript is, and how to add it to your site, or have an engineer/developer add it for you. In most cases its as simple as copy and paste. Or entering your account ID into a tag manager. Upskilling on events, SQL and some javascript, will help in the long run. Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I keep sales & marketing aligned?

Communication is the key to keeping sales & marketing aligned. Too often, each gets into their own little worlds, and communication isn’t structured, nor consistent, nor actually in a language either party understands. Leading to headaches and confusion. This is forgivable, because each team is doing what they’re supposed to be doing. But communication can help each do it better. You might consider, a regular meeting, to review/reflect. For each side to check in with the other. To share plans,… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I prove marketing attribution and ROI?

The best place to start is measurement and business processes to establish the impact that marketing is having. You want to be able to identify, when we do X, we get Y and that was better than before by Z amount. If you were to imagine a boulder dropping on the ground, it will have an impact and leave a dent. That dent is what you’re trying to quantity! The total impact on business.  This is where analytics helps,… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I measure an exceptional customer experience?

An experience where each customer is satisfied beyond their expectations is an exceptional one. To measure an exceptional customer experience you need the right analytics set up. That capture customers at each step of the journey, and see their progress. You might want to measure things like: Completion rates, the rate at which customers perform certain chains of events. Drop off rates, the rate at which people drop off at key steps Conversion rates, the… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I maximize performance across channels?

Use an internal scorecard, to enable cross channel comparisons. Your internal scorecard is simply a way of identifying what metrics and measures that drive value for you. Spending more time upfront to develop this, pays dividends down the line.  Then for each media channel, comparing it against your internal scorecard. Creating benchmarks of expected performance. And also developing a habit of trying to predict success.  For each initiative, using your own data, to go, we think this work… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I decrease wastage in my media spend?

Find what’s not working, and stop it! Is the simple explanation. Practically this means diving into your measurement set up and doing an audit. Wastage can be found, just be doing that quality control, on your measurement. Once you have done that, you can dive into, which parts of the media mix are being effective and which aren’t. When it comes to digital components, metrics to keep an eye on: Reach, how many people are we getting in… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I maintain the effectiveness of my website?

This requires a program of continuously measuring the effectiveness of your website. To identify where effectiveness can be improved and when it is starting to drop off. The analogy of, if it ain’t broken, don’t fix it. Is a very salient one in marketing. If it continues to work, keep using it. The problem is when it stops becoming effective and now its too late, it’s going to take six months to stand up something new. Which is why continually… Continue reading

Ben Young
Ben Young
October 14, 2022