Let's be honest, "marketing analytics" sounds a bit dry, doesn't it? It conjures up images of spreadsheets and complex charts. But what if I told you it's actually the command center for your entire marketing operation? Imagine you're the captain of a ship, and your destination is predictable, sustainable growth. Marketing analytics is your entire … Read more
If you want to improve your marketing ROI, you have to start with a solid foundation of data you can actually trust. It all boils down to focusing on the core economic drivers—think Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC)—and then rolling up your sleeves to audit and clean up your analytics. Without … Read more
To really get a handle on marketing ROI, you need to start with the basics. The classic formula is pretty straightforward: subtract your marketing costs from the sales growth you generated, divide that number by the costs, and then multiply it by 100. The formula looks like this: (Revenue – Cost) / Cost x 100%. … Read more
Multi-touch attribution is a way to measure marketing that gives credit for a sale or conversion to multiple touchpoints along a customer's path. Instead of dumping 100% of the credit onto a single interaction, it recognizes that several marketing efforts usually work together to land a customer. Beyond the Last Click: An Introduction to Multi-Touch … Read more
