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By losing our biggest family golf championship, I stumbled upon an insanely powerful, free platform that lets you build your own marketing performance tools. 

The platform I'm referring to is the combination of Google Sheets and Google Apps Script. With it, I’ve managed to:

  • Connect sheets to data sources like Google Analytics through APIs.
  • Strategically build large data sets from multiple sources.
  • Marry marketing activities to performance metrics.
  • Build small algorithms to sort through and pull insights out of thousands of data points.
  • Allow multiple Google Sheets to communicate with one another.
  • And much more.

If you’ve got some coding background or are interested in learning to code, I’ve tried to incorporate everything you need to get started building your own marketing tools, including:

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It’s never been more important for marketers to understand their company’s business fundamentals. This sounds obvious. We should know—and understand—how our companies make money, right?

Apparently it’s time for a wake up call. A full 80% of CEOs don’t trust their marketing teams, according to new research from Kapost

Let that sink in. Our job is to develop credible, profitable connections with customers—and with the people that hire us.

We must do better. Marketers are under more pressure than ever to measure their impact and prove ROI.

To help achieve that goal, I’ve listed below six business fundamentals marketers should measure and how to measure them. This list is a starting point: You may need other or additional metrics depending on your company’s business model and / or available technology.

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Only 50% of all boardrooms are convinced on the value of social media, according to The Guardian.

But, from a marketer’s perspective, we understand the value social brings for brand awareness, positioning and more human engagements. In fact, 92% of marketers say social media is important for their business, and 80% indicate their efforts increased website traffic.  

If you can’t prove the ROI your social media efforts are delivering to the ones that matter––whether clients or c-suite executives––then it may be time to give your overall strategy a checkup. 

To ensure you’re delivering tangible impact and delivering value to your organization, build a custom social strategy that fits with your brand, industry and audience. Read below to learn the importance of performing a social media checkup, including 3 simple variables you can monitor to tailor social activity to targeted audiences. 

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The following is a guest post by Lauren Jung. Lauren is the co-founder of TheShelf.com, an influencer marketing platform that enables brands and agencies to connect with the most relevant influencers. You can connect with her on Twitter or LinkedIn.

When brands and PR pros dive into the influencer marketing game, finding the right bloggers to partner with is key. From my own experience, people usually head on over to Google and search for influencers related to their industry. The more savvy marketers might use an influencer marketing platform to narrow down to the bloggers they feel are a good fit for their brand. Oftentimes though, they look for bloggers that have at least 10,000 followers across every social media platform. Any blogger with a smaller audience than their sought-after follower count is not even a consideration in their books. 

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By now you've undoubtedly heard it, especially if you're in marketing. It had to be the most overused statistic of 2014. Can you guess what it is?

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“Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide.”

[The Marketing Performance Blueprint is now available in print and digital. Visit the book site to learn more.]

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This article was originally published on the Marketing Score Blog. We decided to share it here as well because we think you'll find value in it too. Let us know what you think in the comments!

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Remember Magic Eye pictures? One Christmas, my uncle framed one for me and each of my cousins. It was one of the more memorable gifts that year because I was obsessed with seeing the hidden picture. The trick is you cross your eyes, squint and hum the theme song from Gilligan's Island.

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This article was originally published on the Marketing Score Blog. We decided to share it here as well because we think you'll find value in it too. Let us know what you think in the comments!

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Where do your organizations’ best leads and sales originate?

Can you quantify how many daily, weekly, monthly or annual leads your business receives from each marketing channel? More importantly, do you know which channels bring your most qualified prospects at the lowest cost of customer acquisition?

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Modern marketers have the ability—and one may argue, the obligation—to track and tie marketing activities to bottom-line business results

Driven by three change catalysts identified by PR 20/20 CEO Paul Roetzer (@paulroetzer) in The Marketing Agency Blueprint—change velocity, selective consumption and success factors—we can no longer hide behind soft "data" like impressions, ad equivalency, or big-hit campaigns (Whassup?). Nor should we rely solely on outputs—such as number of emails / mailers sent, number of blog posts published or frequency of social status updates—to showcase our worth. 

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