Understanding Marketing Analytics

Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted web marketing dollars.

Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends. Despite these compelling benefits, a majority of organizations fail to ever realize the promises of marketing analytics. According to a survey of senior marketing executives published in the Harvard Business Review, “more than 80% of respondents were dissatisfied with their ability to measure marketing ROI.”

Figure 1: A Survey of Sr. Marketing Executives on their Marketing Analytics Effectiveness

However, with the advent of search engines, paid search marketing, search engine optimization, and powerful new software products from WordStream, marketing analytics is more powerful and easier to implement than

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At the core of any great marketing plan is a list of strategic and clear marketing objectives.

Marketing objectives are a brand’s defined goals. They outline the intentions of the marketing team, provide clear direction for team members to follow, and offer information for executives to review and support.

Marketing objectives are a pivotal part of a marketing strategy. Without defined goals, a brand will struggle with achieving its plans because it won’t be clear on what it wants to do.  A straightforward plan is required to know what you hope to do and how you plan on doing it.

So if you’re developing a marketing strategy that has a vision but lacks a concrete list of marketing objectives – use this guide to improve and upgrade your plans.

You will be far more likely to reach your goals when they are defined, outlined, and compiled into a clear list

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