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.
Stephen Monaco, guest post / Convince&Convert / September 15, 2013
The wealth of information available to social media marketing practitioners is staggering. Companies typically track “likes” and retweets, but they can also track things they rarely focus on: the qualified leads coming from social, a company’s share of a conversation, and even the amount of revenue generated from an individual social marketing initiative.
While this scope of measurement is possible, companies don’t often prioritize the measurements that truly reflect their success (or lack thereof). It’s important to focus on the KPIs that matter to your company in the correctRead More
Chris Treadaway / Polygraph Media Blog / May 8, 2013
Quick update today — the “data proliferation problem” is just a theme I’ve heard from a lot of conversations recently.
A fellow “data” startup CEO mentioned to me the other day that he lamented just how hard it is to sell “data” and “data services” to people in brands and the enterprise. Marketing departments have millions of dollars to spend on print advertising that they know does not work… but a modest $100,000 investment to help people understand their data opportunity requires significant explanation and isRead More
Rocky Walls, CEO of 12 Stars Media Productions / Convince & Convert / April 23, 2013
Recently, we discussed ways to use a call-to-action with videos, but there is one more step to a CTA: measuring its effectiveness.
When measuring the success of your video, there are a variety of key performance indicators (KPI) to pay close attention to. A key performance indicator is a tool you use to measure and decide the relative success of your video. There are actually several KPI techniques and tools that you have access too, but we’ll focus on four major ones for now.
One of the most common ways to judge your video’s success is to simply check the number of viewsRead More
Charlotte Woolard / BtoB / February 19, 2013
Event marketers at Intel Corp. cannot directly trace a sale back to the decision to add a mobile recharging station to their exhibition footprint. But they can make the case to invest more deeply in the seating area, thanks to positive in-person interviews and metrics that demonstrated that the lounge made people stay longer and explore the booth more deeply, said Victor Torregroza, corporate event marketing program manager at Intel.
“Onsite interviews are really valuable, and you get instant feedback,” Torregroza said. “We take it up to management, and we share key metrics and learning.”Read More
The Full Value of Mobile: New calculator and resources to estimate mobile’s value for your business in the new, multi-screen world
Johanna Werther, Head of Mobile Ads Marketing / Google / March 26, 2013
We live in a world of constant connectivity, where mobility is bridging the digital and physical worlds. With smartphones in hand, people are taking a variety of online and offline actions, like calling a business, downloading an app, looking for directions to a store, or starting research that leads to a purchase on another device. We’re working hard to account for these new paths to purchase in AdWords, like the recent addition of calls as conversions to AdWords reporting. Still, with more work to be done to improve measurement tools, most marketers still account only for sales happeningRead More