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In order to demonstrate this value, organizations often use software or programs that are based on analytical techniques – such as attribution, model scoring, forecasting, and optimization.
Marketing analytics spend will increase 3 percent over next 3 years (the italics are mine).
And, interestingly, while organizations seem to use marketing analytics for customer acquisition and retention, social media, product optimization, and multichannel marketing, they are using it less frequently for promotion strategy, marketing mix, and to serve recommendations (next best actions or offers).


Having an accurate barometer to measure your marketing gives you the power to know exactly how your marketing programs are performing – from inception through completion. With the right people, processes, and software in place, along with easier ways to measure value, analytics will become engrained into marketing organizations. Using this information as selection criteria for marketing campaigns has allowed campaign performance metrics to increase significantly. With solid metrics like these, marketing leaders at SAS have no problem funding the next big marketing program, because they know they will be able to analyze, measure, and understand if their programs are a success. So, going forward, the topic of marketing accountability will only increase in importance  because marketing analytics affords organizations the opportunity to know things they simply never could before.
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Domain names are valuable internet real estate and some people actually make a nice living off of buying and selling them. Also known as Marketing Measurement or Marketing Attribution, it looks at how brands can demonstrate the value of the marketing programs they put in place and execute.
This piece looks at how we believe programs used to measure marketing will continue to increase in popularity as more and more marketing departments at global brands are measuringeverything they do inside of the marketing department. If marketers are relying on instinct instead of analytics to plan and execute marketing programs, then it’s likely they are not applying marketing analytics to measure results either. Accountable marketers can always measure their worth and understand exactly the equity they provide, not only to the marketing department but also to the organization at large. Vendors are embedding more analytical routines into the software, making discovery more accessible.
Increasingly, students fresh out of universities are trained to incorporate analytics into projects and programs.


It’s important to be able to demonstrate that marketing analytics software aids organizations more than it highlights deficiencies.
And marketing analytics programs will be run by teams who are very comfortable with analytics.
To better understand web behavior and navigation patterns, data is collected at the individual customer level and analyzed for information like number of downloads by individual, time spent viewing digital content, and even search terms by individual. And as all business becomes more data-driven, the marketing department that embraces marketing analytics becomes more accountable and therefore more valuable to the enterprise.
This is working efficiently from that time and I have a lot of happy clients who are regularly ordering this template from my website. One strategy is to use Google Adwords to find keywords that are trending and use that information to buy domain names that you think may soon be in demand. All that marketing analytics software simply becomes “shelfware.” That also suggests that marketers never truly optimize their programs for the best results. For example, the latest data visualization software from the top vendors in the space supplies an array of wizards and callouts to assist marketers in using analytics in reporting. Universities such as Stanford, North Carolina State, and Louisiana State, and many others are graduating students with Master of Analytics degrees.
Forrester Research’s Total Economic Impact studies, for example, highlight the value and return on investment of marketing analytics software. However, since short, snappy, or straightforward domain names have already been mostly snatched up, you can also get lucky buying domain names that are random acronyms, as you never know when a person or company with those exact initials will decide to set up a website. There may be several reasons, but most of them point to a common theme: Marketing accountability.
And by understanding reasons for customer abandonment (leaving the website), more effective remarketing to those customers has resulted in a 6.6 percent overall campaign lift. Here’s the conundrum: If you aren’t measuring your marketing, you can’t be held accountable for poor results. But while marketers insulate themselves from bad news, they also are limiting their ability to credibly present superior results and exceptional marketing programs.
The fact that only 30 percent of all companies are quantitatively measuring the quality of their marketing analytics tells me that gut feel marketing still rules in far too many places.



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