How To Break Down Marketing KPIs
When we think about KPIs, key performance indicators, we tend to think of them monolithically. We think about them as though there are one set of KPIs that apply to everything we do in marketing. “Marketing’s KPI is qualified leads.”...How to Measure the Marketing Impact of Public Speaking
One of the constant questions about thought leadership and public speaking, especially when you’re speaking on behalf of a brand or company, is how do you measure the impact? How do you know when your public speaking is delivering any kind of benefit? There are...Transforming People, Process, and Technology
We often hear management consultants reference the phrase, “People, Process, Technology” as a way of explaining the critical success factors for organizational change. In an era of automation, artificial intelligence, and machine learning, does this model...What is a Proper A/B Test in Marketing?
Doug asks, “I have an interesting nonrandom case. I have a hard time explaining to the team that this does not count as an A/B test. Also, we ran it and got odd results. We give a list to sales reps each month that they have to go through to ask to renew their...Six Types of Marketing Demand Generation
In our Analytics for Marketers Slack Group yesterday, one of our members was asking who should own Google Analytics, the web manager or the demand generation manager. That raised the interesting question, what exactly does a demand generation manager do? What is a...AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
- 5 practical applications of AI in marketing
- Key questions to ask of any vendor claims about AI
- How to prepare your company and your career for AI
