Today’s digital marketers have a wealth of channels and data sources at their fingertips, ripe for creating and executing that engage customers and prospects. As we look ahead to 2013, here are 5 best practice tips for executing successful digital marketing campaigns.
So much has been said of web analytics “best practices” that one begins to imagine these success formulae are well known and implemented across the spectrum of analytics practitioners.
However, based on facts observed on the ground, in real customer situations, it is less likely that “best practices” are well understood than that they are completely missing in even some of the most advanced enterprises undertaking analytics today. And as in most cases where wisdom and experience are underutilized, the result is both time-consuming and costly to the enterprise.
As analytics vendors continue to market ever more complex and powerful versions of their products, one gets the sense of a candidate racing ahead of his/her electorate—in other words, losing touch with the basic needs of the customer. Can we track mobile usage? Yes. Can we perform multivariate testing? Yes! Can we integrate analytics data with third party systems? Yes we can!
But have we planned carefully enough to take advantage of even some of the most basic, most hoary features of the analytics package to which we devoted all that marketing spend?
In so many cases, the answer is a sad, not to say deflating “No.” Internal analytics expertise at large organizations remains relatively... Read more