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Measuring Marketing ROI: 3 Data Strategies To Maximize The Output Of Your Marketing Team

AllocadiaMarketers’ jobs have become remarkably complex in recent years. There are more technologies to choose from than ever before and millions of data points can be collected in an instant. Also, with fiscal accountability on the rise, there is immense pressure to show a quantifiable value for each marketing decision. With all of this in mind, it is easy to default to engaging via more activities, programs and channels and hope that something sticks.

Bad Data-Driven Marketing? Fix Your Layer Cake

contentlydvMost marketers feel pressure to focus on data. But without a real strategy, they wind up staring at numbers hoping something useful will appear. That’s not necessarily their fault. If the strategy doesn’t have a sound foundation, then the professionals relying on it will experience problems. They might wonder, “Why doesn’t this data do anything for me?” and “Isn’t this supposed to give me a direction?”

Big Data Marketing Is No Longer A Gamble

YouMon TsangBy You Mon Tsang, CMO, Vocus

In the gambling world, handicapping is a science. The best prognosticators compile endless results, statistics and outside factors to determine the outcome of a game that is yet to take place.

But despite meticulous care and understanding, even the best predictions often fall short of expectations. Hence the fact that no one had a perfect March Madness bracket. Marketing campaigns, despite the same level of research, are also subject to this fate.

3 Reasons Marketers Don’t Measure ROI

Jay Hidalgo - Studio ShotBy Jay Hidalgo, President, The Barzel Group

 A few days ago, I read this statistic: Just 6% of B2B leaders say that they frequently calculate ROI, while 17% say they never do. Every time I read a stat like this, I ask “Why?” Then I start doing a mental review of my clients, both past and present, to see if I can come up with an answer. I’ve uncovered three reasons why marketers don’t measure ROI.

 

Adobe Unveils New Content Metrics For Marketing Cloud

Adobe logoAdobe unveiled a new dynamic tag management capability for Adobe Marketing Cloud to streamline the process for tagging content to be measured and optimized across web properties. The new functionality provides marketers flexibility and control to quickly implement digital marketing strategies, while reducing IT dependence, according to company officials.

Dynamic tag management supports both Adobe and non-Adobe tags. While currently available to all Adobe Marketing Cloud customers, in the future dynamic tag management will be extended to marketers using any digital marketing platform.

 

New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

5 Steps to Measure Lead-to-Cash Performance Offered In Upcoming Webinar

While the data-driven approach has proven to be an elusive goal for many BtoB organizations, new dashboard tools allow front-line professionals to easily access data from multiple systems, adjust campaigns and tactics in real time with that data and achieve superior results.

Firms that manage by metrics report better alignment between sales and marketing, accelerated pipeline performance and deeper insights into ROI and other key performance areas. Key areas of measurement include web metrics, funnel metrics and opportunity or revenue reporting.

5 Steps to Measure Lead-to-Cash Performance Offered In Upcoming Webinar

While the data-driven approach has proven to be an elusive goal for many BtoB organizations, new dashboard tools allow front-line professionals to easily access data from multiple systems, adjust campaigns and tactics in real time with that data and achieve superior results.

Firms that manage by metrics report better alignment between sales and marketing, accelerated pipeline performance and deeper insights into ROI and other key performance areas. Key areas of measurement include web metrics, funnel metrics and opportunity or revenue reporting.

New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

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