by William Comcowich | Dec 13, 2016 | Measurement
Analytics are an essential element of effective marketing and public relations. Analytics provide organizations data and insights needed to improve tactics, plan strategies, measure performance, and link data to key business outcomes like sales and revenue....
by William Comcowich | Dec 7, 2016 | Measurement
Marketers traditionally focus on the top of the sales funnel. However, more marketers are becoming responsible for down-funnel metrics. Marketing leaders now place less value on lead volume and cost-per-lead, and more value on metrics like revenue, ROI and...
by William Comcowich | Oct 7, 2016 | Measurement
Trade shows and other kinds of industry events present superb PR and marketing opportunities. In addition to meeting prospects and potential partners, trade shows offer ideal venues for meeting reporters and editors. The shows are perfect for major news announcements...
by William Comcowich | Aug 18, 2016 | Measurement
B2B marketing and PR departments feel increasing pressure to justify their activities and results. According to a Forrester Research survey, 56% of marketers said connecting spending to revenue is their top challenge — up from 45% last year. More marketers understand...
by William Comcowich | Aug 4, 2016 | Measurement
Trade shows offer valuable marketing and public relations benefits, including sales leads, media coverage and brand exposure. Trade shows are also expensive. Booth space, attendee registration, booth design and setup, giveaways, promotions, employees to man the booth...
by William Comcowich | May 4, 2016 | Measurement
The right metrics are essential to gain real insight into the impact of marketing programs, including website, email, social media, and content marketing. Sometimes, using only the common metrics for a given media can produce misleading results and fail to provide...
