Measurement

How many “fake” email metrics are out there — spurious traffic measured in opens, clickthroughs, and other engagement metrics?

B2B digital marketing success isn’t always as easy to quantify, even with the measurability of digital, but it can be done.

One of the best sources of Google Ads performance-enhancing-data is Google Analytics.

One surefire strategy for answering questions about marketing results is by measuring incrementality.

Unable to escape the deluge of political marketing overflowing my inbox, I’ve started wondering how the consultants justify their fees.

I presented at the All About Marketing Tech Virtual Conference & Expo on the topic of targeting and automation.

Advertisers need to rethink the way they build their brand assets and communication channels.

I have a love-hate relationship with KPIs. When done right, they are mission-critical to defining success and can focus the organization on the right priorities. When chosen poorly, KPIs can be disconnected with ground realities and be a constant source of frustration for team members trying to impact them.

Viewability and intent signals provide advertisers with the tools to measure ad effectiveness and to determine optimal media spend.

Explore the strides marketers have made in their ability to take action on rich customer data with the help of new technologies.