Customer path travel - large

Where is email marketing on your customer path to purchase?

One thing that can be challenging about marketing attribution is not know what is “normal” and what could be optimized. I’ve talked about the customer “journey/path” and marketing attribution a bit in the past. While no business is exactly the same, there’s always something to learn when you stack up your business next to others in the […]

KPI Template

Where to Start with Choosing Metrics & KPIs That Matter

Maybe you already have a social media strategy and content strategy and plan in progress. Great! The next step is figuring out how you’ll measure it – to see if all that work is making a difference. I’m a broken record on this one, but one of the most important things to do before you begin any […]

Marketing Attribution in Google Analytics: 5 Essential Reports

This is Part IV in a series on Metrics + Measurement for Beginners. Start at the beginning with How to Measure Success of Your Marketing Campaigns. A few years ago, I was on the hunt for a new bike. I looked at bike shops, read blogs, searched for reviews, and asked friends. Then I saw a blog post […]

Marketing metrics

Marketing Metrics: Do Something With Your Data

This is Part III in a series on Metrics + Measurement for Beginners. Start at the beginning with How to Measure Success of Your Marketing Campaigns. After settling on our goals and making some estimates, the next step of measuring our marketing campaign is all about taking action. Start the campaign, keeping in mind the goals and […]

ROI Calculator

How to Calculate ROI: Here’s Why You Need a Fill-in-the-Blank Template

This is Part II in a series on Metrics + Measurement for Beginners. Start at the beginning with How to Measure Success of Your Marketing Campaigns. We’ve figured out the what and why of our marketing campaign with measuring success (goal, idea, desired action, success, measure). The next step deals more with the “how”  – estimating […]