Category Archives: Data & Insights

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5 Ways Healthcare Marketers Can Prove ROI to Leadership

Measuring return on investment (ROI) is the holy grail for marketers, but it’s never been easy to do. Healthcare marketers often play the long game, using complex multi-channel strategies that build awareness and reputation over time. CRM systems may give insight into the ROI of automated programs, but they offer zero insight into tactics run […]

Artificial Intelligence in Marketing

Artificial intelligence (AI), potentially the most disruptive technology in human history, is perhaps most disruptive in the field of marketing. Ad tech companies use AI to power programmatic exchanges and to automatically optimize ad campaigns. Search engine companies use it to power smart bidding of terms. Marketing automation software relies on it to send nurture […]

Scoring Models: How to Better Predict Buyer Behavior

Making an impact in the marketplace takes critical thought in the early stages of planning and strategizing. While using your data to improve upon your past performance is one of the most important steps in the process, it’s also imperative to be able to anticipate how leads and prospects will react to your marketing efforts. […]

Analyzing and Improving Your Campaign Data

Data is no longer an optional add-on for your campaigns — it’s a given. To demonstrate your ROI as a marketer, you should be able to track your results and predict buyer behavior on a given campaign, which should include KPIs, measurements and metrics in your strategy. Referring to these metrics will help to determine […]

Assess and Improve: Using Your Past Performance Data

With the advent of ever-improving technologies and marketing tools, today’s marketers must find a way to stand out more than before to prove their worth. Doing so has become a challenge for some, but those ahead of the curve realize the importance of marketing predictability in increasing their ROI. In the sections below, we’ve outlined […]

Vitaly Rules Google

In the news: A Russian spammer known as Vitaly is using twitter.com referral traffic to promote himself. If your Google Analytics account data is targeted by this spammer you will notice an unusual amount of referral traffic coming from Twitter and a page title called “Vitaly rules google.” This type of ghost traffic can taint […]

ROI

How to measure the ROI of your lead generation campaigns

Difficulty measuring the success of lead generation is surprisingly widespread, even among experienced digital marketers. In fact, 46 percent of marketers cannot confidently tie marketing ROI to specific lead generation campaigns. In the data-driven world of digital marketing, that’s a remarkable number. The metrics that measure ROI Although campaign delivery metrics (such as the number […]

The role of consumer psychology in B2B marketing

Understanding customer motivations and behaviors is key to building a lasting connection with your target market. While this process might start out with general campaigns on a broad scale, the most successful strategies are decidedly narrow and work to get inside an organization’s psyche. Consumer psychology is the study of the motivations and decision strategies […]

The top three mistakes marketers make with PPC ads

Pay-per-click (PPC) is one tactic that many marketers adopt to get in front of their target market, surpass their competitors and, of course, secure that top spot in search. While that sounds great in theory, PPC is often executed incorrectly and has the potential to cost marketers with little return when there’s no strategy in […]

Getting started with PPC: keywords and targeting

You may have read our introduction to keywords and ad formats in September, but this is a topic that deserves to be revisited regularly. If choosing keywords for pay-per-click (PPC) ads was simply a matter of picking out some relevant phrases, PPC success would be easy. The truth is, a strong keyword strategy requires research […]

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