Too often I speak with CMOs who are unsure how their marketing efforts align with their company's businesses goals. I relate this to a general vagueness that is left over from days when marketing wasn't measurable and the key buzzword was branding. Moreover, not all companies have smart goals, resulting in a general confusion when it comes down to creating an actionable marketing strategy that marketing can control, manage and evaluate.
In this post, I'll break down how to..Read More
As marketers, we have to deal with lots of data and multitasking. My browser is packed with extensions that make my web experience more efficient and accurate. Here's a review of my ultimate 10 favorite browser extensions for marketers (and others).Read More
It is not a secret that getting sales and marketing collaboration around common goals is a big challenge for most organizations. The process of getting them to cooperate is called "smarketing". It might be difficult but it's worth it. In fact, companies with a strong collaboration between sales and marketing get 20% more annual revenue growth. In this post we will teach you how to set the stage for smarketing in order to improve your overall..Read More
In the last two posts, I tried to explain the basic concept of Attribution Modeling and how to use Google Analytics to create custom Attribution Models. The previous two stages are relatively quite easy to execute. This last part is the point things get a bit trickier. If you are not yet clear on the concept of Attribution Modeling, make sure to go back and read the two previous parts of this series. To proceed reading without doing that will honestly be..Read More
On my last post, I shed a light on the role, importance and kinds of attribution models by giving examples and elaborating on the logic behind each model. In the second post in this series, I am going to share how to apply and compare different attribution models by using Google Analytics.Before you head on to read this post, make sure you read my previous post in the series: Overview of Attribution ModelingRead More
We now live in a digital age where users visit several sites by means of various devices while going through their buying journey. Your website is not different, users will visit your website a number of times before completing a transaction or providing their credentials and turning into a lead. You have to track their shopping behavior, know which marketing channels and marketing campaigns have the most impact on their behavior and what products and services they are most..Read More