Marketing

The fundamental principles of customer segmentation in marketing, including how to identify, target, and refine segments for better decision-making.

Marketing and finance are stronger together. Learn how financial literacy and collaboration with CFOs can help marketers make their efforts measurable, accountable, and drive business growth.

The Growth Analytics Measurement Bulls-Eye, is a framework simplifying modern growth marketing measurement. It organizes tools into attribution, modeling, and experimentation, guiding marketers through effort and impact to build a comprehensive strategy tailored to business needs.

During a client pitch, an executive asked, “How do we acquire Gen Z subscribers?”. Initially, I had interpreted this as a trick question, but the executive continued with similarly themed questions making it clear that they were being earnest. Unfortunately, it isn’t easy, nor in some cases, even possible to “get” a generational audience. Every generation acts and behaves differently, and unless your company or product matches the taste of that generation, then a broadly applied marketing strate..

Incrementality is an important measurement approach to evaluating the impact of a marketing effort. Through the use of experimentation, incrementality can identify conversions that wouldn’t have occurred without the introduction of a marketing effort. This valuable piece of information helps to prove the efficacy of your marketing in a way that is not measurable with commonly used attribution reporting and serves as an additional data point to justify your marketing decisions. While impactful, i..

The change in government and corporate regulation around user privacy has forced digital marketers to come to terms that they need to rely on tried and true traditional marketing principles to succeed

Starting a new AdWords account can be a very daunting task. Foreign concepts and metrics like keyword match types and quality score are not very intuitive to users who are new to digital marketing, making it is very easy to make mistakes and waste money in a short period of time. In a quest to help prevent costly mistakes right from the gate, I have thrown together five important tips for new users to watch for as they navigate through their account creation. 1. Structure is Key AdWords, like a..

A platform that is frequently used by every marketer is Microsoft Excel. This platform is helpful to marketers in a variety of ways with the core purpose of pairing up and analyzing data points from various analytics and marketing platforms. It is an extremely powerful tool and tends to be the most utilized platform for daily data analysis work. With the amount of analysis that is done within Excel, you would think that the majority of marketers would learn keyboard shortcuts and tricks to reduc..

Over the span of just a few years the digital marketing landscape has evolved into a data-crazed world filled with programmatic marketing products that are aimed at mining data and making bid adjustments based on real time cost-benefit analysis. With the advent of this type of software, businesses have flocked to purchase these solutions in order to reap the exponential lifts that the platforms promise. In some instances these decisions turn out to be a slam dunk, while in other instances the re..

A big component of successful marketing in 2016 is having a good content strategy in place. Content strategy is the key to acquiring free users through organic search engine rankings, which is a crucial element of keeping acquisition costs down. We would all enjoy a scenario where we avoid using our checkbooks to acquire users by focusing only on driving organic channel traffic, but in reality it is not as easy as it sounds. As search engine technology has evolved into a generation filled with m..

Custom campaign tracking (or utm tracking), is Google Analytics' URL tagging system that allows collected data to be properly labeled for custom reporting needs. It has been a foundational element of Google Analytics since the purchase of Urchin Software Corporation and is the only way for marketers to reliably tag their custom marketing campaigns. The process of tagging a custom marketing campaign is a fairly simple task, requiring a marketer to append a short query string parameter at the end ..

SEO or Search Engine Optimization, is an online traffic process that provides organic visibility to a website. Where and how you rank on search engines are based on individual search engine algorithms, which serve the purpose of matching what a user is looking for with the most relevant content possible. There is no golden formula to rank number one for every search and best practices change over time as search engine algorithms become more complex. The purpose of this checklist is to not descri..