Knowing what works is key to having a successful business. Wikipedia quotes merchant John Wanamaker, as saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Back in the 1890s, when Wanamaker reportedly said it, that could be a problem that was hard to solve, but today it can be solved, and no seller interested in a successful business can afford to be ignorant of which ads work and which don’t. Today, there are solutions to Wanamaker’s problem. Online, David Perdew has just released new software that can track the clicks... [...]

The latest article on ‘Website Magazine’ is titled “Evaluating the ROI of a Performance Marketing Campaign”. Matt Swan says, “The customer path to conversion is a complex journey and one that spans across a number of touch points. As a result, it is becoming increasingly challenging for advertisers to attribute sales to a specific channel. In order to establish the ROI associated with each channel, it is important to understand the influence of each leading to the customer’s eventual purchasing decision. When looking at executing an effective attribution model“. Evaluating... [...]

The latest article on ‘MarketingProfs’ is titled “Four Marketing Performance Management Resolutions for 2014”. Laura Patterson says, “Have you made a marketing New Year’s resolution? If you have, we hope that you have devoted at least one to marketing performance management (MPM). As inspiration, here are four resolutions to choose from, along with a few tips for bringing them to fruition. 1. Resolve to connect marketing to business results In “The Evolved CMO,” a recent Forrester report, CMOs are reminded that to prove their value and justify their investments they... [...]