The Silver Lining to the Death of the Cookie: Better Measurement

If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them. Read the full article at MarketingProfs

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How to Calculate the ROI of Your SEO Campaigns

If you want your website to rank high in Google searches and attract visitors and potential business, you need to be investing in SEO. And because many businesses don't invest in SEO at all, even a small amount of optimization can put you ahead of the competition. Read the full article at MarketingProfs

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Six Key Metrics for Measuring Online Event Success [Infographic]

When you hold an online event, getting through promoting and hosting it can feel like a big win. But you still need to know whether the event was a success with audiences and for your business. So, how can you tell? Read the full article at MarketingProfs

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How to Improve Marketing Attribution Without Burdening Your Sales Team

One of the biggest sources of friction between B2B demand generation and sales teams is attribution, which often results in finger-pointing and blame. But it doesn't have to be that way. Read the full article at MarketingProfs

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Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad

As the demise of third-party cookies draws inexorably nearer, many marketers are growing concerned: How will they track and gather customer data online? But despite the handwringing, marketers can reap long-term benefits from the end of cookies. Read the full article at MarketingProfs

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How to Marry Offline and Online Attribution Data for a 360 View in Google Analytics

Who wouldn't be excited at the prospect of identifying what led to a customer's making a purchase decision? Though marketers continue to improve and refine the process, one challenge to truly meaningful insight remains: how to marry offline and online marketing attribution. Read the full article at MarketingProfs

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How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered

Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers. Read the full article at MarketingProfs

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Why Customers Take Brand Surveys

Customers say they are most likely to be motivated to take brand surveys if they are going to be rewarded for their opinions, according to recent research from DISQO. Read the full article at MarketingProfs

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Five Measures for Proving the ROI of Your Employee Advocacy Efforts

The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals? Read the full article at MarketingProfs

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How to Match Your Key Metrics to Your Content Goals

As with any marketing undertaking, you need measures in place to track the effectiveness of your content marketing. So, whether you're focusing on SEO, lead generation, or thought leadership with your content, see which metrics you should track to monitor content marketing success. Read the full article at MarketingProfs

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Five Web Analytics Tools to Help You Optimize and Measure Marketing ROI

How do you access the analytics you need to measure your online marketing ROI effectively? You need the right tools. This article highlights five tools that provide insights into your marketing results. Read the full article at MarketingProfs

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Sales Presentation Skills: How to Measure and Evaluate Your Salespeople

If your salespeople aren't effective presenters, they'll never achieve their full potential--even if they're good at selling. Which is why it's critical to understand and monitor this vital skill. Here's how to measure and evaluate sales presentation skills. Read the full article at MarketingProfs

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What If Your Email Metrics Are Off: Who's Really Clicking on Your Emails?

Email marketing experts will urge you to follow the latest and greatest best-practices--from personalizing your content to segmenting to cleaning up your database. All that's well and good if you want to create optimized email campaigns. And who doesn't? But what if your metrics are off? Read the full article at MarketingProfs

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Four Google Alerts Alternatives That You Will Actually Want to Use

You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives. Read the full article at MarketingProfs

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Nine Key Sales Pipeline Metrics for Healthy Sales [Infographic]

Every salesperson wants a healthy pipeline, but many don't have a reliable way to take its temperature. Beyond just "healthy" or "dry," what do you need to look at to truly gauge the health of a sales pipeline? These nine important pipeline metrics. Read the full article at MarketingProfs

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Metrics for Measuring Transactional Email Success

Most brands measure the success of transactional emails by looking at opens, clicks, or the delivery rate, according to recent research from SparkPost. Read the full article at MarketingProfs

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10 of the Best Marketing Analytics Tools to Try in 2020

You can't carry on launching marketing campaigns, creating content, and paying your team just because you think marketing efforts are affecting your sales in some positive way. You need data that tells you what's working and what isn't. Marketing analytics tools to the rescue. Read the full article at MarketingProfs

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Big Data: Big Opportunity or Big Headache?

Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success? Read the full article at MarketingProfs

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How Retailers Should Approach AI and Big Data During Holiday Seasons

Shopper behavior is fundamentally different during the holidays. Marketers can't rely on the same data and algorithms that they leverage at other times of the year. If brands don't adjust to holiday shopping behavior, it could cost them big. Read the full article at MarketingProfs

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Eight Practical Yet Powerful KPIs for Measuring Influencer Performance

We know that serious social media influencers can create an "unfair advantage" for you because they are trusted and their audiences listen to them daily. The big question for marketers isn't whether influencers create value for brands. It's what that value is--or, more specifically, how do we measure it. Read the full article at MarketingProfs

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