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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.

how to measure
how to measure
How To

How to measure a digital marketing campaign

Get a dashboard together, that pulls in all of your data. Executing a campaign today often means having content and advertising in multiple places at once. So find a dashboard solution that combines all the data in one place. Or as few places as possible. So that you can better analyze it. Then use the right tool for the job, who is going to measure this, to give me the insight, to make decisions, that impact our business objectives. Continue reading

Ben Young
Ben Young
January 17, 2020
how to measure
how to measure
How To

How to measure content

Install content analytics that enables accurate data collection on your content. You want to establish how people are getting to your content, how many you are getting, what they do once they got there and is the content effective? This means measuring metrics like scroll, attention, traffic sources. And using a system like Nudge that takes the data and turns it into automated insights. Read more in our guide to content measurement. Continue reading

Ben Young
Ben Young
January 17, 2020
how to measure
how to measure
How To

How to measure earned media

This one is harder, how can you measure earning media and its impact? There are a suite of tools available for measuring press mentions. Because of the separation of church and state, that is the division between commercial arms and journalist arms in publishers. The data has to be from third parties or inferred using other signals. Often the number of social shares is a signal, to go if this media coverage was effective it should have generated some shares. Continue reading

Ben Young
Ben Young
January 17, 2020
measuring marketing effectiveness
measuring marketing effectiveness
How To

How to Measure Digital Marketing Effectiveness

Using a third-party specialist marketing analytics tool will enable you to measure your effectiveness. In particular, when marketers reference effectiveness, understanding benchmarks is helpful. Where am I sitting as an organization against my competitors? Because yes, you need to be effective in driving results but are we doing better than our competitors (or not). This is useful nuance and context. Because hey, who doesnโ€™t want to beat their competitors? Technically you are going to need a few things… Continue reading

Ben Young
Ben Young
January 17, 2020
measuring marketing effectiveness
measuring marketing effectiveness
How To

How to measure email marketing effectiveness

Email marketing is a smart way to continually drive engagement from people who already know (and hopefully) trust you. So understanding effectiveness is looking at – how many people opened the email, how many clicked through, how many unsubscribed, how many new people signed up, how many people shared the newsletter. Often email marketing platforms will help by providing benchmarks. Which is a useful starting point, are people opening my newsletter as much as my peers. Then, of course,… Continue reading

Ben Young
Ben Young
January 17, 2020
marketing data analysis
marketing data analysis
Analytics

How to critically analyze

Critically analyzing means pulling apart the data and understanding each component. Break it apart, into a series of statements. Is each statement true? What is the opposite? What is not being said? If someone is saying look this way, what is the other way? This helps form the bones of critical thinking. Continue reading

Ben Young
Ben Young
January 17, 2020
marketing data analysis
marketing data analysis
Analytics

How to interpret data

A helpful tip in interpreting data is to re-enact how the data was created. This helps understand what the data means, what it reflects and also how you can use it for decision making. For example, for content analytics, revisiting a piece of content. And following the actions that are being recorded. The closer you can mimic the real world method the better. This is a great first step in helping interpret the data that you are… Continue reading

Ben Young
Ben Young
January 17, 2020
how to measure influencer marketing ROI
how to measure influencer marketing ROI
Influencer Marketing

How to measure Influencer Marketing ROI

To understand return on investment of an initiative, whether it is influencer marketing or any other, you need to anchor it against what you were trying to achieve. Then you can compare, what you got against that. Often media agencies and brands are seeking cut through, that is reaching the unique audiences and contexts that influencers have created.   Option 1: Contrast return against the alternatives To establish ROI, they want to compare against, what is the next best use… Continue reading

Ben Young
Ben Young
January 17, 2020
data driven marketing
data driven marketing
Analytics

How to make data driven decisions

Data-enabled decisions mean you use data to help guide decision making. Data can help provide direction or help unstick indecision, by providing feedback. Itโ€™s worth noting that data just reflects something that has been observed. So it is often not perfect. But if it can help guide and inform your decision great. Continue reading

Ben Young
Ben Young
January 17, 2020
data driven marketing
data driven marketing
Analytics

How to deliver data driven marketing

Embrace data driven decision making as an input in to your marketing. As you shape up your strategy and plans, use data audits to understand what is working and what isnโ€™t working. Then embrace continual optimization and changes through a regular data feedback loop in to progress. This could be real-time dashboards for the tactical through to bigger reports for the monthly, quarterly and annual. Continue reading

Ben Young
Ben Young
January 17, 2020