Category: Measurement
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You Ask, I Answer: The Definition of Influencer?
Salil asks, “Can reviewers of products on YouTube that have a large following ie. 1 million or more but are not paid by companies to promote their products (example: the channel – Dope or Nope) be called “influencers”?” The definition of influence in this context is someone that can motivate others to take action, to…
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You Ask, I Answer: Reporting Glossary For Non-Technical Audiences?
Allison asks, “When it comes to reporting – how have you successfully educated others in your company on results? Is a simple glossary enough or have you taken another approach, especially with our less tech-savvy peeps?” The key is identifying what they care about from a measurement perspective. We often make the mistake that what…
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You Ask, I Answer: Ad Value Equivalence and PPC Ads?
Alessandra asks, “The customer is getting leads organically in the same number as before the start of the ads campaign, so the few conversions (1 month running) makes him think it’s not worthwhile to advertise. My thoughts are going in the direction of explaining the value of impressions on their own, the values of clicks…
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You Ask, I Answer: Twitter Performance Report Metrics?
David asks, “I’m working on a Twitter performance report. I’m trying to determine the best metric for demonstrating our performance (assuming the thing that matters for the moment is engagement, and not necessarily conversions). My feeling is that engagement rate could potentially be the most valuable – albeit imperfect – metric, since absolute numbers like…
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You Ask, I Answer: B2B Marketing Lead Tracking with Google Analytics?
Anonymous asks, “In B2B marketing, how do I track a lead from a paid ad to a conversion?” The process requires great Google Analytics setup and tagging, nothing more, at least to the point of conversion. To the point of sale, that requires a good CRM and potentially a marketing automation system. Can’t see anything?…
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You Ask, I Answer: Starting Marketing From Scratch?
Katy asks, “What’s one thing you would do and one you wouldn’t if you could build your marketing from scratch?” I’d avoid rushing in, and I’d start with an overall 6W strategic plan. – Why would anyone buy what we have to sell? – Who do I have available in terms of talent? – What…
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You Ask, I Answer: Google Analytics Best Practices for Consistent Reporting?
Talesa asks, “What tips do you have on Google Analytics best practices for consistent reporting? What do you look at monthly, quarterly, yearly, even daily?” Start with this simple question: what do you need to make decisions on at those frequencies? What decisions do you need to make daily, weekly, monthly, quarterly, and yearly? That…
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You Ask, I Answer: Proving the ROI of Analytics and Data Science?
Gautam asks, “What is your recommendation for proving the ROI of analytics and marketing data science?” Proving ROI of analytics is one of the thorniest problems you’ll run into in marketing data science. The reason for the difficulty is that analytics is one degree removed from everything; analytics itself never makes a company any money…
