3 Metrics to Align your PR and Marketing Measurement

Underneath the hood, there are several key metrics that marketers should use to measure success that is usually derived from public relations and communications reporting. And if your comms / PR team isn’t using these metrics – they must. Metric #1: Sentiment Coverage sentiment scores are a good way to understand the impact public relations and communications programs are having on your brand health. Sentiment, as measured by the positivity or negativity of coverage of your brand, can help provide a marketplace baseline for other brand favorability metrics. Sentiment will fluctuate regularly. This variability will enable your marketing analytics teams… Read More

The 3 M’s of Content Marketing

Content marketing is a key element in most B2B marketing efforts. Over the years (err, decades) I’ve learned some key best practices for content marketing to help deliver content marketing excellence. Here are 3 which all somehow start with the letter “M”. Modularity Building content marketing at scale successfully requires a modular approach to how you think about content. That is, each piece of thought leadership (read: white paper, research paper, etc.) needs to be presented in multiple ways to multiple audiences. This is where modular thinking is so important. From a content point of view your content needs to… Read More

ROI vs. ROMI: What’s the Diff?

Businesses that are not tracking marketing revenue are playing a dangerous game, but looking at only one metric could also cause a company to miss critical feedback. Read through B2B blogs and newsletters, and you may see ROI and ROMI used interchangeably. Both are metrics designed to measure the effectiveness of your ad campaigns, and often people refer to ROI when they’re really talking about ROMI. Let’s take a closer look at ROI, ROMI, and how to use both to measure your marketing campaigns.  What ROI can (and can’t) do for you  The beauty of using ROI–return on investment–calculations is… Read More

The Power of Data Visualization Plus Examples of Good and Bad Visuals

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It’s no secret that data can be very powerful — when you can actually understand what it’s telling you, that is. It’s not easy to get clear takeaways by looking at a slew of numbers and stats. You need to have the data presented in a logical, easy-to-understand way so you can apply your learnings in an effective way. The human brain processes visual information better than it processes text — so using charts, graphs, and design elements, data visualization can help you explain trends and stats much more easily. But, not all data visualization is created equal. (Just check… Read More