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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

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
Analytics, Branded Content

How do you deliver quality branded content at scale?

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

Ben Young
Ben Young
October 14, 2022
Analytics

How do I effectively promote content?

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

Ben Young
Ben Young
October 14, 2022
Analytics

How do you articulate the business value for non marketers?

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

Ben Young
Ben Young
October 14, 2022