Invest In An Integrated Platform To Address Challenges Of Device Proliferation And Data Complexity
**Creemos en la cooperacion del conocimiento. Compartido por www.andabi.com
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
A 2019 Content Marketing System for B2B Companieswww.chelsei.com
In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Vídeo de la presentación: http://www.youtube.com/watch?v=i__IbhyrB28
Cookies: ¿Cómo se usan en JavaScript?
Uso de las cookies en JavaScript: document.cookie, atributos de una cookie, setCookie(), getCookie(), escape(), unescape()
Más información:
- http://accesibilidadweb.dlsi.ua.es
- http://desarrolloweb.dlsi.ua.es
Autor: Sergio Luján Mora, profesor de la Universidad de Alicante (http://www.ua.es)
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
A 2019 Content Marketing System for B2B Companieswww.chelsei.com
In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Vídeo de la presentación: http://www.youtube.com/watch?v=i__IbhyrB28
Cookies: ¿Cómo se usan en JavaScript?
Uso de las cookies en JavaScript: document.cookie, atributos de una cookie, setCookie(), getCookie(), escape(), unescape()
Más información:
- http://accesibilidadweb.dlsi.ua.es
- http://desarrolloweb.dlsi.ua.es
Autor: Sergio Luján Mora, profesor de la Universidad de Alicante (http://www.ua.es)
Procedimiento de notificacion de infracciones a ISPXavier Ribas
Análisis comparativo del procedimiento previsto en el Anteproyecto de Ley remitido al Consejo Asesor de las Telecomunicaciones y de la Sociedad de la Información
Vídeo de la presentación: http://www.youtube.com/watch?v=5sSideuXCFQ
¿Cómo funcionan las cookies?:
- JavaScript: document.cookie
- PHP: setcookie() y $_COOKIE
- RFC 6265 HTTP State Management Mechanism
Más información:
- http://accesibilidadweb.dlsi.ua.es
- http://desarrolloweb.dlsi.ua.es
Autor: Sergio Luján Mora, profesor de la Universidad de Alicante (http://www.ua.es)
Presentación de Xavier Ribas relativa a la Guía sobre el uso de cookies publicada en España en mayo de 2013 por la Agencia Española de Protección de Datos y las asociaciones aDigital, Autocontrol e IAB. Ver presentación en vídeo y con voz en http://www.youtube.com/watch?v=XJASICSi3LE
Cookies y otras tecnologías de monitorización en internetAlejandro Ramos
Presentación para el curso de Protección de Datos y Nuevas Tecnologías de la UIMP (Junio 2014)
http://www.uimp.es/agenda-link.html?id_actividad=6237&anyaca=2014-15
Resumen en español de como se interpreta la cookie de Google Analytics.
_utma, _utmb, _utmc, _utmz y _utmv
Identificando los marcadores de Dominio, Visitante, Campaña, tiempos, etc.
Saludos
Prof. Nicolas Julio Valenzuela @profvalenzuela
The Impact of Data Analytics on Media Marketing Strategies.pdfwilliamshakes1
Data analytics has transformed media marketing strategies by providing valuable insights, enabling audience segmentation, optimizing content, and facilitating real-time campaign monitoring
In 2016, healthcare marketers will plan, personalize, and execute marketing cycles faster than ever before. With newly onboarded automation capabilities, omni-channel teams will convert insights into performance and harness the value of their most important assets: their customer relationships. Healthcare marketers must now turn to organizational velocity—pushing how quickly they can move beyond single-tactic views and begin to connect journeys across touchpoints, across devices, from online to offline, and from digital to live customer service. Healthcare marketers must do all of this in ways that have never been
done before in healthcare.
capgemini research on cmo responsibilities with changing times in 2021Social Samosa
The latest Capgemini research highlights the need for CMOs to transform their skills with the evolving times and reimagine the customer journey with real-time engagement for a data-driven marketing environment.
Today’s buyers control the buying process far more than today’s vendors control the selling process — a phenomenon that affects both business-to-business and business-to-consumer marketers. Buyers seek the information they want online, on the Web and in social channels, as well as in that persistent nondigital venue commonly known as the real world. Today’s buyers are demanding. They expect sellers to know where they’ve been, what they’ve seen, what they’ve accepted or rejected — whether that behavior happened on their tablet, via their smartphone, or at the local branch office. Frankly, today’s marketers are struggling to keep up.
Analytics & Métricas de Negocios Digitales Digital Summit DH 2017 andabiNicolas Valenzuela
Analytics & Métricas de Negocios Digitales
Analytics digital summit 2017 andabi | Digital House 2017
¿Como identificarlas, medirlas y accionar? #DigitalSummutDH
Analytics Summit 2017 Argentina ¿Cómo medir exitosamente en el próximo Hotsale?Nicolas Valenzuela
Buenas practicas & KPIs recomendados para desarrollar un Hot Sale 2017 exitoso
Gustavo Sambucetti & Nicolás Valenzuela
Camara Argentina de Comercio Electronico & andabi.com
MIT report: How data analytics and machine learning reap competitive advantage.Nicolas Valenzuela
How Analytics and Machine Learning Help Organizations Reap Competitive Advantage
Produced MIT Technology Review, in Partnership with Google Analytics 360 Suite
EcommerceDay Chile 2017
ECOMMERCE DATA AND ANALYTICS STRATEGY WORKSHOP
Construyendo el Negocio del Futuro
http://www.ecommerceday.cl/2017/workshop-ecommerce-analytics/
Marketing en Tiempo Real
Desarrollo e Implementación de la Estrategia Digital en base a Datos
Incremento del ecommerce con Modelos de Análisis de Datos
Análisis del cliente: cómo maximizar el valor en todo el ciclo de vida del cliente
Digital Analytics: Como poner los datos en el corazón de la empresa
Aplicaciones exitosas de Modelos de atribución matriciales
Tips para la construcción de Dashboards
Conexión vs. Colección: El Futuro de la Gestión de Datos
Experto: Nicolas Valenzuela, CEO www.andabi.com
Esta guía está diseñada para los desarrolladores de aplicaciones de comenzar a estudiar la forma de monetizar sus aplicaciones. Proporciona una visión global de aplicación de la monetización y acciones votos ejemplos y consejos prácticos para ayudarle a empezar. #Admob
Usar el remarketing en la Red de Display de Google con la etiqueta de Google ...Nicolas Valenzuela
De la mano de Google, te acerco cuatro sugerencias rápidas que te permitirán atraer visitantes a su sitio mediante anuncios relevantes, incluso después de que abandonen el sitio web!
El equipo de Google Partner de Argentina compartió recientemente este documento, para contribuir a los departamentos de Marketing, Comunicación a los Communuty Managers, Diseñadores, Programadores y todo el ecosistema que siempre necesita estar al día en buenas practicas y métricas de nuestra region. En este caso intereses y costumbres del mundo mobile
Analizando las relaciones sociales con google analytics social media day buen...Nicolas Valenzuela
www.webanalitica.com.ar | En el marco del Social Media Day Buenos Aires 2012 conversamos sobre: Analizando las Relaciones Sociales con Google Analytics Social Media Day Buenos Aires 2012
Tutorial & Video
Explicacion y ejemplo de como utilizar: API Google Analytics Query Explorer 2 en Español
http://ga-dev-tools.appspot.com/explorer/ by http://www.webanalitica.com.ar/
El concepto principal a compartir en este excelente Evento lo base en las necesidades que se deben contemplar antes, durante y despues del emprendimiento Online que agilizaran la Optimizacion de las Conversiones
Programa Ejecutivo Google Analytics Entrenamiento IntroductorioNicolas Valenzuela
http://goo.gl/SFXeb | Descripción del Contenido y Objetivos del Programa Ejecutivo de Google Analytics | Entrenamiento Introductorio | Universidad de Palermo | Buenos Aires, Argentina @profvalenzuela
Hay que observar los 360º del camino que realiza nuestra apliacion web, con la mirada desde el usuario, enfocados en sus necesidades.
La forma de recopilar nuestras métricas tiene que ser en base a un Objetivo de negocio.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
StarCompliance is a leading firm specializing in the recovery of stolen cryptocurrency. Our comprehensive services are designed to assist individuals and organizations in navigating the complex process of fraud reporting, investigation, and fund recovery. We combine cutting-edge technology with expert legal support to provide a robust solution for victims of crypto theft.
Our Services Include:
Reporting to Tracking Authorities:
We immediately notify all relevant centralized exchanges (CEX), decentralized exchanges (DEX), and wallet providers about the stolen cryptocurrency. This ensures that the stolen assets are flagged as scam transactions, making it impossible for the thief to use them.
Assistance with Filing Police Reports:
We guide you through the process of filing a valid police report. Our support team provides detailed instructions on which police department to contact and helps you complete the necessary paperwork within the critical 72-hour window.
Launching the Refund Process:
Our team of experienced lawyers can initiate lawsuits on your behalf and represent you in various jurisdictions around the world. They work diligently to recover your stolen funds and ensure that justice is served.
At StarCompliance, we understand the urgency and stress involved in dealing with cryptocurrency theft. Our dedicated team works quickly and efficiently to provide you with the support and expertise needed to recover your assets. Trust us to be your partner in navigating the complexities of the crypto world and safeguarding your investments.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Forrester’s study: Discover How Marketing Analytics Increases Business Performance
1. A Forrester Consulting
Thought Leadership Paper
Commissioned By Google
March 2016
Discover How Marketing
Analytics Increases
Business Performance
Invest In An Integrated Platform To
Address Challenges Of Device
Proliferation And Data Complexity
3. 1
Executive Summary
The ways by which marketers can know their customers
have never been more robust or complicated. A proliferation
of customer touchpoints and digital devices has led to a
torrent of information and necessitated the rise of
technologies and tools designed to help marketers make
sense of it all. Typically these technologies and tools have
been developed to address specific needs of marketers,
such as website analytics, tag management, A/B testing,
and attribution modeling. But this “best of breed” approach
has led to a raft of nonintegrated point solutions, leaving
marketers with the difficult task of measuring, optimizing,
and proving the business value of their engagement
strategies, programs, and campaigns.
And the marketer’s job is only getting more complicated.
Today’s consumers are increasingly relying upon mobile
devices for their needs in a wide variety of situations, also
called “mobile moments.” But the moments that characterize
this mobile shift are getting shorter, with consumers acting
quickly on information they are receiving or discovering.
These quick-reaction mobile moments are defined by
Forrester as “micro-moments.”1
They require marketers to
develop, deploy, and assess their engagement strategies,
programs, and campaigns very differently than they have in
the past. These mobile micro-moments, part of a larger
consumer trend of “in the moment” decision-making using
any channel, are requiring even more of marketers.
Companies now must recognize their customers as
individuals, understand their situation or context, leverage
their historical behaviors and likely motivations to predict
their intentions, and deliver content and offers at the right
time, often in real time. In order to do all of this effectively,
marketers need a well-integrated set of marketing
measurement and customer analytics capabilities
connected by common data about customers, including
identity, demographic, transactional and behavioral, and
attitudinal and motivational data. However, it’s not enough
to just track some key metrics; marketers now must
leverage that data to measure the outcome of each
interaction in all channels in terms of business value and
create actionable insights that improve engagement
strategies.2
In Q1 2015, Google commissioned Forrester to understand
the challenges marketers face in measuring marketing
performance and how the most sophisticated marketers are
responding to the emergence of in-the-moment decision-
making and the need to measure, optimize, and prove the
value of the related marketing efforts, an in-depth
quantitative study was conducted of 150 marketing,
analytics, and information technology decision-makers at
North American companies that are investing in digital
channels, media, and marketing tools. These companies
are from diverse industries and include healthcare firms;
financial services, banking, and insurance companies;
manufacturing and materials organizations;
telecommunications companies; and retailers and e-tailers.
In this study, we asked marketers about established
practices in managing customer data and marketing
programs, including their organizational structure, how they
increase the relevancy of content, how they identify their
customers and personalize experiences, and how they
measure their programs and assign attribution to their
various customer touchpoints. The respondents who were
most likely to excel across these dimensions were identified
as “sophisticated marketers.”3
We examined how these
sophisticated marketers are addressing the data complexity
and fragmentation facing marketing organizations.
KEY FINDINGS
Forrester’s study yielded five key findings:
› It is imperative for marketers to tie marketing
performance to business results. Study participants
made it clear that demonstrating the bottom-line value of
marketing programs is crucial to securing future budget
from executives. The sophisticated marketers in our study
outperformed their peers in achieving their revenue goals.
Fifty-three percent of sophisticated marketers stated they
adhere to well-established marketing metrics that tie
directly to business objectives, compared with only 18%
of less sophisticated marketing organizations. These top
organizations are more than three times more likely to hit
their goals than other marketing organizations, and nearly
20% beat their revenue goals by over 10%.
› Sophisticated marketing organizations employ an
integrated marketing analytics platform. Forty-seven
percent of organizations that embody analytics best
practices told us their marketing analytics tools work
together efficiently, compared with only 9% of their peers.
› The ability to integrate a marketing analytics platform
with other advertising and marketing technology
solutions and data sources is critical to success.
More than twice as many marketers who say their
4. 2
marketing analytics platform is well integrated
outperformed their revenue goals by over 10%.
› Marketers strive to ensure that their performance
measurement solutions are intuitive to use and easily
available to stakeholders throughout their company.
Forty-seven percent of marketers cited ease of use
among the most valuable features of their marketing
analytics platform, and one-third felt having the ability to
share access to data across their organization was a key
decision criterion when choosing a marketing analytics
partner.
› Sophisticated marketing organizations see an
increase in performance, relevance, and efficiency by
deploying marketing analytics tools to support their
marketing efforts. Companies that have implemented a
well-integrated marketing measurement stack are more
likely to say they have improved their overall marketing
performance, increased the relevancy of their role to the
company, increased the relevancy of their messages to
their customers, and reduced expenses while improving
the efficiency of their programs.
5. 3
Data Proliferation And Business
Accountability Are Raising The
Stakes For Marketers
Marketers have historically used a variety of technologies
and tools to measure the performance of their marketing
efforts across diverse media and channels, including
television, print, direct marketing, and call center
interactions. The highly accountable digital media and
channels, including websites and mobile apps, digital
advertising, search, and social media, have promised to
make marketing performance measurement easier and thus
result in more effective insights about consumers and
guidance for programs. However, the explosion in the
number and type of these digital channels, each with its own
unique kind of customer interaction data, key metrics, and
optimization approaches, has made it more difficult for
marketers to understand the performance of these channels
and inform decisions on things like audience targeting,
campaign optimization, website and mobile design, and
effective engagement of customers.
Many current marketing analytics tools are complex and not
well integrated with each other. They fail to connect well
with marketing and advertising technologies, legacy
technical environments, or third-party systems. The
complexity of these tools requires organizations to employ
sufficient staff with superior data and technical skills to
effectively understand, manage, create, and deploy
actionable insights and create business results, as well as
maintain data quality across diverse sources and systems.
Today, the two greatest challenges marketers cite in
accomplishing their marketing goals are allocating adequate
budget or sufficient staffing and maintaining customer data
quality across systems. So what lessons can marketers
learn from those companies who are relatively successful at
managing their diverse customer data?
MARKETERS MUST TIE PERFORMANCE TO BUSINESS
RESULTS
Return on Marketing Investment (ROMI) is an essential
metric that marketers must embrace to understand how
marketing affects business outcomes. ROMI ties marketing
expenditures, such as channel development costs,
advertising expenditures, and campaign costs, to overall
business revenues (or profits). By managing to ROMI goals,
marketers can more easily make the case for investment in
customer-based initiatives, effectively allocate future
marketing investments on the most impactful programs, and
identify marketing and advertising cost reduction
opportunities. Consistently managing to and achieving
ROMI goals will enable marketers to prove the value of their
marketing efforts to the greater organization.4
In our study, thirty-five percent of marketers identified ROMI
as their most valuable metric for securing more budget for
their marketing programs and media campaigns, and the
top four metrics cited are all financial-performance-related
including ROMI, new customer acquisition, contribution to
business revenue, and retention of existing customers (see
Figure 1).
However, marketers are not confident in their ability to
measure financial metrics like ROMI or contribution to
business revenue. While an overwhelming majority of
marketers in our study are confident they can accurately
measure the performance of email campaigns, measure
traffic to and on their websites, and understand their search
marketing performance, only 13% of marketers were very
confident in their ability to measure ROMI and only 14%
were very confident in their ability to understand the
contribution of marketing programs to business revenue.
FIGURE 1
ROMI, Contribution To The Bottom Line Are
Critical To Securing Marketing Budget
Base: 150 marketing and IT decision-makers at North American
companies investing in digital media
Source: A commissioned study conducted by Forrester Consulting on
behalf of Google, July 2015
“In terms of securing future budgets for marketing and media campaigns,
which of the following metrics are most valuable?”
1%
2%
1%
6%
4%
3%
9%
18%
35%
21%
0%
2%
8%
4%
8%
9%
11%
18%
13%
24%
5%
5%
7%
7%
9%
8%
14%
11%
13%
17%
94%
91%
84%
83%
79%
79%
66%
53%
39%
38%
Our rankings on search (paid
and/or organic)
Number of customers in our
email lists
Engagement metrics like
likes, favorites, etc.
Cross-channel attribution
Campaign metrics like opens,
click-through’s, etc.
Traffic to our site
Existing customers retained
Contribution to business
revenue
Return on marketing
investment (ROMI)
New customer acquisition
Rank 1 Rank 2 Rank 3 Unranked
6. 4
In order to measure ROMI, and thus marketing's
contribution to business revenue, marketing first needs to
be able to communicate the value of its marketing analytics
tools. This study found that 87% of sophisticated marketers
are able to demonstrate the value their marketing analytics
tools contribute to the business, compared with only 26% of
less sophisticated marketing organizations. These
sophisticated organizations are confident that by measuring
their marketing program performance in line with their
business’ financial objectives, and by demonstrating the
value of their marketing strategies and programs, they will
see a significant increase in investments in marketing and
media campaigns and projects. Among all respondents to
this study, two-thirds believe that by effectively deploying
marketing performance measurement capabilities, they will
see an overall increase in marketing and media
investments.
“With a best-in-class marketing
analytics platform, we would be able
to back up business cases for further
investment.”
— Survey respondent, open-ended response
The bottom line is this: Sophisticated marketers measure
their programs and projects through the lens of their
company’s business goals using key metrics, including
ROMI, customer acquisition, retention, and overall revenue.
And they are able to more clearly demonstrate the value of
their programs and projects to secure more investment from
the business.
Analytics Excellence Requires A
Well-Integrated, Intuitive Tool Set
The sophisticated marketers in our study were not immune
from the challenges facing their peers — proliferating data
and demands on proving their value — but they were more
likely to find successful solutions to these challenges by
carefully choosing the tools they applied to face them.
INTEGRATING MARKETING ANALYTICS PLATFORM
WITH OTHER MARKETING AND ADVERTISING
TECHNOLOGY SOLUTIONS, DATA SOURCES IS
CRITICAL TO SUCCESS
The various measurement tools at marketers’ disposal,
including technologies like website analytics, tag
management, campaign measurement, A/B testing,
multichannel attribution modeling, data analytics, and
visualization, are notoriously difficult to implement and
integrate with each other and a business’ legacy data and
analytics tools. In this study, only 26% of marketers
surveyed believed that their marketing analytics tools are
well integrated and work seamlessly together. Fully one-
third of marketers believed their tools don’t work together
efficiently at all.
Driving home this point, this study found that:
› The No. 1 factor preventing marketers from capturing a
complete view of their marketing and media campaign
performance was the lack of integration of marketing
analytics tools.
› Marketers said their top consideration when choosing a
marketing analytics partner is the ability for the solution to
integrate with other marketing analytics tools and data
sources.
› When evaluating marketing analytics tools marketers’
three most important criteria are the seamless integration
of multiple data sources, the ability to unify data from
across channels, and the ease of use of the tools.
When managed effectively, this integration has real financial
value. More than twice as many marketers who said their
marketing analytics tools were well integrated outperformed
their revenue goals by over 10%, compared with those
marketers who struggled with integration (see Figure 2).
7. 5
Integration of marketing analytics tools is leading
sophisticated marketers to develop a complete
measurement platform stack that includes tools like website
analytics, tag management, attribution, data management,
and A/B testing (see Figure 3). A solution that easily
integrates across all these customer data capabilities
provides a centralized platform to derive powerful customer
insights that lead to more effective marketing programs.
Forty-seven percent of sophisticated marketing
organizations believe their marketing analytics tools work
together efficiently, compared with only 9% of total
marketers. Only 17% of sophisticated marketers
complained their stack was not well integrated, compared
with nearly 50% of marketers overall.
The study revealed that while sophisticated marketers are
more likely to be deploying five or more marketing analytics
tools, they are also more likely to achieve marketing and
financial success. Sophisticated marketers who deploy a
complex marketing measurement stack of five or more tools
are 39% more likely to see improvement in the overall
performance of their marketing programs. They are also
able to realize reduced marketing expenses and improved
marketing program efficiency than their less sophisticated
counterparts in other organizations.
As marketing technologies evolve to enable real-time
interaction and contextual marketing, marketers need a
more complex marketing analytics technology stack.
Companies increasingly want to personalize offers to
individuals and deliver those offers at the right time, often in
real time and in context with the individual’s journey.
Forrester has determined that a deep marketing
measurement stack of technologies and capabilities is
critical to leverage this customer and audience data,
allowing marketers to measure the outcome of each
interaction and create actionable insights to improve these
kinds of real-time and contextual engagement strategies. It’s
not sufficient anymore to track a few key metrics; only a
robust marketing analytics platform stack, well-integrated
with the other advertising, marketing, legacy, and third-party
systems, can enable this kind of deep insight.
FIGURE 2
Integration Work Has Real Financial Benefits
Base: 150 marketing and IT decision-makers at North American
companies investing in digital media
Source: A commissioned study conducted by Forrester Consulting on
behalf of Google, July 2015
“How would you characterize your company’s revenue growth rate over the past 12 months?”
6%
10%
29%
44%
10%
5%
5%
23%
46%
21%
10%+ lower revenue than our goals
1% to 9% lower revenue than our
goals
Met revenue goals
1% to 9% higher revenue than our
goals
10%+ higher revenue than our goals
Well-integrated stack
Poorly integrated stack
FIGURE 3
Sophisticated Marketers Much More Likely To Have
Solved For Integration Challenges
Base: 150 marketing and IT decision-makers at North American
companies investing in digital media
Source: A commissioned study conducted by Forrester Consulting on
behalf of Google, July 2015
“Please indicate the degree to which you agree that the tools you use to monitor
marketing and media campaign performance are well integrated (i.e., work
seamlessly together)?”
32%
41%
26%
17%
36%
47%
I don’t agree at all that these
tools work together efficiently
I neither agree nor disagree
that these tools work together
efficiently
I agree completely that these
tools work together efficiently
Sophisticated
marketers
Total
8. 6
MARKETERS STRIVE TO ENSURE THAT THEIR
PERFORMANCE MEASUREMENT SOLUTIONS ARE
INTUITIVE TO USE AND EASILY AVAILABLE TO
STAKEHOLDERS THROUGHOUT THEIR COMPANY
The marketing measurement tool set is complex, not only to
implement and integrate, but to use. When marketers
consider a marketing analytics stack, they look to tools that
are easy to use. This is a key consideration for driving
effective use of their tools.
The difficulty of using these tools extends beyond the
marketing team to other potential users of the data and
insights. Nearly 60% of marketers said that marketing
analytics tools are difficult to use for other stakeholders
within their organizations, including division operational
heads, functional leaders, financial staff, and senior
management. Further, 57% of marketers stated that it is
difficult to give their stakeholders in different functions
access to their data and insights because they are too
complex to use and require them to use too many tools.
“We would welcome a seamless
platform that congruently provides
data to all levels of our organization
— one that allows access in real time,
and [that] all business units can tap
in to.”
— Survey respondent, open-ended response
Ease of use translates directly into better marketing
performance and better financial performance. More than
three times as many marketers who believe their marketing
analytics tools are intuitive or easy to use for multiple
stakeholders outperformed their revenue goals by over
10%, compared with marketers who do not believe their
tools are easy to use. But “ease of use” goes beyond just
user experience and presentation; the ability of these
marketing analytics tools to operate off of common, high-
quality, and up-to-date data, while also integrating with each
other and a wide variety of tools and systems, allows for
timely insights and a shared understanding of the customer,
as well as an understanding of program and campaign
performance and the effectiveness of the overall marketing
strategies. For example, having a consistent view of the
customer, with common customer segments across all
tools, makes it easier for various business users to learn the
tools, discover key insights, and apply those insights to
create business results. It is this trifecta — broad technical
integration, robust and timely data, and easy-to-use tools —
that enables greater marketing and financial performance
(see Figure 4).
SOPHISTICATED MARKETING ORGANIZATIONS SEE
AN INCREASE IN PERFORMANCE, RELEVANCE, AND
EFFICIENCY BY EFFECTIVELY DEPLOYING
MARKETING ANALYTICS TOOLS
Even sophisticated marketers face challenges with
implementing these measurement tools. One factor
preventing sophisticated marketers from capturing a
complete view of marketing performance is a lag time in
getting actionable insights based on customer interaction
data, affecting 17%. Another challenge cited by survey
respondents is poor or missing data visualization, with 13%
of sophisticated marketers citing this as an issue. All of this
prevents real-time or near-real-time decisioning in an era
demanding it. Real-time data, integrated across analytics
tools, drives actionable insight that can be deployed
throughout the organization to serve customers in micro
moments. In these micro moments, consumers require
information quickly and act on that information quickly,
FIGURE 4
Ease Of Use, Integration Highlight How Marketers
Evaluate Their Analytics Partners
Base: 150 marketing and IT decision-makers at North American
companies investing in digital media
Source: A commissioned study conducted by Forrester Consulting on
behalf of Google, July 2015
19%
27%
35%
35%
37%
46%
47%
48%
Features robust data visualization
Real-time monitoring of performance
Allows for powerful analysis
Single dashboard to monitor
performance
Low cost
Unifies data across channels to
create holistic customer view
Ease of use
Seamless integration of multiple data
sources
“Which of the following are the most valuable characteristics of a marketing and media analytics
platform?”
(Shows percentage choosing response as top three)
9. 7
requiring marketing professionals to be able to capture
consumer context and interaction data without any lag time,
analyze that information in real time, and create relevant
content and offers targeted to the individual. Yet
sophisticated marketers overcome these challenges and
demonstrate increased performance, relevancy, and
efficiency from their efforts (see Figure 5).
In order to stay competitive in a constantly evolving space of
digital marketing and advertising, enterprise marketers need
an easy-to-use marketing measurement tool set and
technology stack that is capable of:
› Integrating data across disparate channels and internal
data sources.
› Analyzing that comprehensive channel and media data for
meaning and insight.
› Enabling key stakeholders throughout the organization to
easily view the findings and recommendations and take
appropriate action.
› Integrating with internal legacy systems and external
partner systems in real time to deploy actionable
strategies and tactics and data to improve the relevancy
of programs and content.
› Communicating the value of the marketing program and
project performance to key leaders across the
organization.
“A marketing analytics platform
would enable faster, more reliable
data to understand performance and
make adjustments.”
— Survey respondent, open-ended response
Ultimately, this study revealed that such marketing analytics
tools and technology stacks enable marketers to deploy,
analyze, manage, and optimize marketing programs and
projects, in general and in real time, and achieve
measurable and demonstrable financial returns for their
company. Through the transparency of performance data
and insight afforded to marketers by such tools, these
marketers are able to secure increased investment in critical
marketing programs and projects from their business
leaders.
FIGURE 5
Sophisticated Marketers Drive Revenue
Performance
Base: 150 marketing and IT decision-makers at North American
companies investing in digital media
Source: A commissioned study conducted by Forrester Consulting on
behalf of Google, July 2015
42%
59%
62%
62%
62%
77%
87%
83%
Reduce expenses/improve
efficiency
Increase relevancy of
content provided to
customers
Improve overall performance
of markeitng programs
Increase relevancy of
marketing org to my
company
Sophisticated
marketers
Total
“How successful is your organization at reaching each of the following objectives?”
10. 8
Key Recommendations
Marketing analytics tools are complex and often don’t integrate well with each other or with legacy systems. They are
hard to use, and marketers find it even harder to get meaningful and actionable data out of them. Further, these tools
are usually not set up well, and marketers are not effectively using them to tell their story, show the value they bring to
the business, and secure continued and growing funding for their programs and projects.
From this study, it is clear that a new paradigm in marketing performance measurement is emerging; marketers are
employing an integrated marketing performance measurement stack or tool set and focusing that solution stack on
ensuring their programs and investments deliver real value for customers and the business. To realize this new
paradigm, marketers must:
› Measure marketing programs against key business objectives. Measuring and evaluating marketing
program performance against business metrics such as return on marketing investment, customer acquisition,
retention and winback, share of wallet, and revenue growth ensures that marketing is focused on things that drive
sustained business success. The right marketing analytics tools enable marketers to make the connection
between these core business outcomes and marketing investments, including spending on capabilities,
investments in channel experience delivery, program and campaign costs, and media spend, thus keeping
everyone focused on what matters most.
› Ensure well-integrated marketing analytics tool sets. These tools are complex, and it is generally not worth
marketing’s and IT’s time to pursue a strategy of buying tools that do not play well together in the sandbox. There
is enough work to do in integrating them with the rest of the marketing and business tools — from demand-side
platforms (DSPs) and data management platforms (DMPs) to marketing resource management systems to CRM
applications — that companies should ensure that these core marketing analytics tools are well integrated with
each other. This means they should work from the same data sets and seamlessly share data, including reports
and the results of computations and other analyses, in real time if necessary.
› Pick marketing analytics tools that are easy to use by marketers and non-marketers alike. As consumers’
use of mobile devices accelerates and mobile moments evolve into micro moments, many stakeholders in the
organization will need the capability to plan, act on, and optimize consumer engagement strategies, programs,
and campaigns in real time. Creating a bottleneck for all data capture and verification, analyses, and optimization
recommendations in the marketing department will not enable the kind of real-time decisioning that micro
moments require. Not everyone needs to have access to everything, but everyone must have access to the key
data, analyses, insights, and recommendations required to do their jobs. Savvy marketers will leverage their
marketing measurement platform to define stakeholder-specific analyses, views, and visualizations of current
(even real-time) data so these stakeholders can most easily understand key insights and take appropriate action.
› Fully integrate marketing analytics tools with current systems and third-party environments. Companies
will need to spend time integrating and connecting these marketing analytics tools to existing legacy databases,
including structured and unstructured data environments; marketing and advertising technologies; legacy
systems, including core business tools like core banking systems, reservation and booking engines, or
eCommerce platforms; and third-party data and systems environments. Marketers and their technology
colleagues should evaluate how easily their marketing analytics tools will integrate with these other technologies
and plan for the integration ahead of the purchase decision. By planning integration at the start, marketers and
application delivery staff can ensure the measurement tools are fully integrated with the right systems, have
access to the right data, and can provide the right insights at the right time.
11. 9
Key Recommendations, Continued
› Leverage marketing analytics tools to communicate the value of marketing programs. With the right well-
integrated marketing analytics tools, marketers can communicate the true results of their efforts and prove the
value of everything from channel touches to media spend and website usage to social engagement. Additionally,
these tools enable marketers to show the value and relevancy of marketing content and engagement programs in
the form of business results. By making these communications a priority, marketers can ensure adequate funding
of programs and secure appropriate investment in staff, technology, and projects.
12. 10
Appendix A: Methodology
In this study, Forrester conducted an online survey of 150 marketing and IT decision-makers in North America, representing
healthcare firms; financial services, banking, and insurance companies; manufacturing and materials organizations;
telecommunications companies; retailers/e-tailers; and others. Survey participants included decision-makers in marketing
and IT roles, with a responsibility for their companies’ digital, marketing, and analytics strategy. Questions provided to the
participants asked about their companies’ marketing programs and analytics capabilities, as well as the challenges they face
and solutions for addressing them. Respondents were offered a small incentive as a thank you for time spent on the survey.
The study began in Q1 2015 and was completed in July 2015.
Appendix B: Endnotes
1
Source: “Micro Moments Are The Next Frontier For Mobile,” Forrester Research, Inc., September 8, 2014.
2
Source: “Market Overview: Real-Time Interaction Management,” Forrester Research, Inc., April 29, 2015.
3
Source: “Plan Customer-Centric Enterprise Marketing Technology Requirements,” Forrester Research, Inc., June 18, 2015.
4
Source: “Executive Q&A: What You Need To Know About Return On Marketing Investment,” Forrester Research, Inc., April
17, 2015.