Marketing Analytics tools that are shaping the industry

Marketing Analytics tools that are shaping the industry

Few marketers would admit that they truly have a handle on their analytics. But don’t blame it on the marketer. Marketing efforts are, by nature, hard to quantify in terms of dollars, revenue or impact. They tend to result in phantom impressions and estimated changes in perception – or what we call brand engagement (which is the bucket where we tell ourselves we cant measure it but its working).

But this type of vague sentiment isn’t going to cut it for much longer. Business owners and senior executives are increasingly demanding more tangible and quantifiable metrics and for marketing to be more data-driven.

As a result […] Read more

Taking digital marketing forward

Taking digital marketing forward

The marketing landscape across the last 10 years has undergone a rapid transformation from the broadcast approach of mass media to a more targeted  approach enabled by technology that has manifested in today’s environment where digital and social media are playing a more prominent role in the marketing mix.

Within this change it can be difficult to distinguish between a hot new trend and just another shiny object. The widespread application of the term digital suggests that the shiny new object is here to stay but in its application, the term digital is one of the most misused and misunderstood terms in marketing.

Its hard to imagine how a […] Read more