Discovering the right marketing metrics is like finding the perfect bowl of porridge. Too many metrics overwhelm and too few lack insight. The central character of the children’s story "Goldilocks and ...

As marketers, most of us spend our time focusing on the positive. When a campaign delivers results (more clicks, leads, sales, etc.), we want to try to optimize the campaign and make it even more ...

Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management ...

How much does a “like” on Facebook really matter? And how important, really, is increasing your company’s market share? Answers to these questions are important to marketers for obvious reasons. If a ...

With the emergence of digital marketing platforms, too many marketers are evaluating their event marketing campaigns through marketing performance indicators like views or clicks, rather than business ...

So, speaking of marketing efficiency metrics, let's start our review of common dashboard metrics here. Remember, most of these metrics are applicable to many industries. Try to extend our examples to ...

Marketing metrics must demonstrate more than a series of one-time touchpoints — they must show continued commitment and brand loyalty. Trust and validation are hard-won by marketers. In the past, it ...

In my last column, I shared Five Meaningful Influencer Marketing Metrics You Haven't Used Yet and received a positive response to the new way of thinking about measuring influencer marketing. Given ...

There are hundreds of possible inbound marketing metrics to choose from, and almost all of them measure something of some kind of value. These include SEO rankings, inbound links, articles published, ...

In our increasingly data-driven business environment, marketing leaders and data analysts frequently collaborate to build dashboards full of metrics to guide their spend, channel management, and ...

Influencer marketing has become one of the most important tools in brand strategy. Companies across various industries are increasingly turning to social media personalities to promote their products ...