News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Larry Kim / Social Media Today / January 8, 2015
As marketers continue to get more comfortable with content marketing strategy and tactics, one question still plagues the industry: what’s the best way to measure the effectiveness of your content?
We’ll always have the old standby metrics – social shares, pageviews and the like. But do they really tell the whole story? Do these metrics help you understand how well your content resonates with audiences, converts lookers to buyers, and works toward the achievement of your business goals?
For that, we need content analytics.
Pawan Deshpande, CEO of Curata, recently undertookRead More
Demand Gen Report / October 2014
The rapid growth of marketing technology — particularly predictive marketing solutions — is creating daunting new tasks for marketers, who have to wade through all of these offerings to find the solution that will maximize their ROI. With predictive analytics coming into play, is traditional lead scoring out of its league?
This e-book will educate you on how lead scoring and nurturing is evolving into a more unstructured, predictive tactic, including:
- Analyzing the initial value of traditional lead scoring;
- Examining areas of traditional lead scoring that can be developed and improved;
Jason DeMers / Forbes.com / February 10, 2014
If most digital marketing programs or campaigns have a weak area, it’s analytics. One recent study identified that the biggest talent and hiring gap in online marketing is in the analytics space. 37% of companies surveyed said that they desperately needed staff with serious data chops.
If you’re in the field of online marketing or content marketing and want to ensure that you’re bringing the best data to bear on your projects, here’s a quick look at some strategic approaches that can help you improve your performance in 2014. This applies whether it’s upgrading your own skills,Read More
Ian Michaels / Social Media Today / November 11, 2013
It is estimated that the average internet user spends a quarter of their time on social media sites each year. With over 400 million tweets a day and 10 million Facebook apps (and growing) the social frontier is evolving at an alarming rate – and with it comes exponentially more data from your target audience. According to Gleanster Research (see the Deep Dive “Leveraging Social Data Expertise to Maximize the Value of Social Listening”), 85% of brand marketers believe social media is critical to the marketing strategy. It turns out that it’s not so difficult to engage consumers on social;Read More
Mike Volpe / Hubspot
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet many CMOs say that they are struggling to find the right metrics that will get them credibility with the CEO and CFO, and show the real contribution of marketing to the bottom line.
The best marketing metrics look at the total cost of marketing, including program spend, salaries of the team, and overhead, and relate that cost to the results you care about — revenue and customer acquisition.Read More