Establishing metrics for marketing communications efforts is a topic that marketing and communications professionals at healthcare systems, medical practices and business settings often spend a lot of ...

Marketing effectiveness is the ability of a company's marketing activities to achieve its business goals, drive revenue growth and improve overall brand equity. It involves tracking and evaluating the ...

You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let marketing know that 1) marketing was just a small ...

A “measurement” is any observation that reduces uncertainty. As I’ve written previously: [E]verything that truly matters in business can be measured somehow. This claim always generates push back by ...

As advertisers expand their marketing reach to mediums like podcasting or over-the-top (OTT) – and even take a fresh look at television and radio advertising – more niche measurement solutions are ...

In the dynamic landscape of restaurant marketing, understanding the impact of campaigns is essential for making informed decisions and driving growth. Restaurants utilize various methods to measure ...

With the business world — and the world at large, for that matter — changing at what feels like a moment’s notice, businesses and brands have never been required to be as limber as in this current ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...

In the world of B2B, measuring the effectiveness of our activity has sometimes been ignored or certainly relegated to an afterthought. The Institute of Practitioners (IPA) in Advertising has recently ...

Content marketing emphasizes being ‘shareable’, or valuable for your audience to share across their social networks. It’s not salesy in nature. It’s informative. It educates. It provides value to ask ...

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech ...