Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
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
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
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
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
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
This post dives into answering the question- how do you deliver branded content at scale? And maintain quality? Measurement plays a key role in enabling this to happen. This is a question brand publishing teams and content studios at publishers often ask. As they seek to grow the impact of their branded content efforts, whilst maintaining the quality that customers expect from their brand. Some folks, aim to build the content out quickly, then go back and iterate and bring… Continue reading
Two fold, 1) finding the right platform to promote on. And 2) the right metrics to see that it has been effective. On the latter, you want to see that each click is driving consumption of your content. A click and then leaving the content, not consuming it, means the content has done its job. So you want clicks that drive consumption of your content. This also means, that often you need to tweak your headline or creative, to drive… Continue reading
It’s all about the customer! This is the way to articulate business value for non marketers. You can start with describing the customer, and how they buy or engage with your company. And then you articulate how marketing & advertising is working to also engage with the customer. Starting with the basics is key, in a language everyone understands. Then you can start to layer in metrics, the amount of customers, doing this, went up by 30%. That means, we… Continue reading
Specifying exactly what you received for your investment is the place to start. Often people fall into the trap of I have to specify the exact dollars in sales we received, and then that number has to be bigger than what we spent. That is not right way in most cases and can hide the real impact that was felt by the business. i.e. a good brand campaign, can decrease the cost of all media, because it is now all… Continue reading
The quintessential question facing marketers, finding out how upper funnel activity drives lower funnel. The best place to start is a value chain analysis, sitting down and mapping out, how customers go from your upper funnel activity through to mid and lower funnel. Typically this involves a website visit, where visiting a product page, actually buying, or using a store locator helps indicate a shift. Often a change in search traffic can be used as well. There are two schools… Continue reading