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Net Gains: The New Audience Measurement Reality In The Sharing Economy

Jessica Hawthorne headshotWith the prevalence of second-screening and the fragmented multichannel landscape, marketers are struggling to pair audiences with both the perfect device and time. Companies are demanding concrete metrics and ROI, and CMOs are no longer willing to take gambles on campaigns unless there’s data backing up the likely results. This approach represents a fundamental shift for image and brand advertisers.

Study: 62% Of B2B Marketers Find Success With Content Marketing

CMI study imageContent marketing is getting better by the year, according to The Content Marketing Institute.  The organization released its seventh annual research report with MarketingProfs, titled: B2B Content Marketing: 2017 Benchmarks, Budgets and Trends — North America, which shows that more than half (62%) of B2B marketers surveyed said their organization’s overall content marketing approach is much more or somewhat more successful than one year ago — compared to 91% of top performers.

Measuring Marketing Performance To Enhance Future Campaigns

When it comes to measuring marketing performance, multiple layers come into play. Some actions are deemed easy to measure, such as click-through rates on email campaigns or the number of followers on social media, but these metrics don’t dive into the impact marketing activities have on a business’ bottom line. Companies such as Mongo DB are not only measuring marketing performance on a larger scale, but also on a content engagement level, to help determine this impact and enhance future performance.

Big Data Requires Marketers To Embrace The "Science And Art" Approach

Jessica Hawthorne Castro 300x300The impact of Big Data on business practices such as marketing are profound, and will continue to be more impactful as the insights derived from Big Data become more targeted and refined. Defined by Gartner as “high-volume, high-velocity, and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making,” Big Data is pushing marketers to consider the correlations between marketing campaigns and bottom-line results. The marketers that are most adept at leveraging Big Data insights into their campaigns are the most successful at achieving high ROI and more efficient processes. Advancing their company’s brand and its capabilities is accomplished by sophisticated marketers that know how to use data to acquire and service various customer bases.

Is Your Content Translation Investment Paying Off?

Scott Yancey HeadshotContent localization — creating content that is in your customer’s native language as well as culturally relevant — is critical to engaging your audience. In fact, almost 60% of global consumers say getting information in their own language is more important than price when making a purchase decision, according to research firm Common Sense Advisory (CSA). However, there’s more to the connection between ROI and translation for demand generation, and it may not be as apparent.

Left Brain DGA Moving Into Technology Space With Launch Of MiDash ROI Tool

MiDash logoEven with the growing adoption of marketing automation, CRM and web analytics tools, most marketers are still challenged to clearly demonstrate the ROI of their campaigns. In a move to fill that gap, Left Brain DGA, one of the leading demand gen consultancies, has introduced MiDash, a marketing intelligence platform aimed at using historical data, predictive analytics and performance alerts to supplement the information available from marketing automation systems.

Founded in 2009, Left Brain DGA has developed the Left Brain Model, a framework for measuring marketing’s contribution to a demand generation program and to provide a structure for the lead nurturing and scoring activities that support this process. Left Brain Model user Lenovo was the winner of Eloqua’s 2012 Demand Generation Center of Excellence Markie Award for its collaborative go-to-market strategy, commitment to persona-based content and focus on metrics to drive campaign decisions.

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