How To

Dashboards? YES!

This is the second post in my series on "buzzwords". Often derided as superficial, but buzzwords can be a gateway to great conversations...

Benchmarks? YES!

Buzzwords are often derided as superficial, but buzzwords can be a gateway to great conversations with stakeholders and clients. As the...

What CMOs Can Learn about Meeting CEO Expectations in 2024

As we step into 2024, the role of Chief Marketing Officers (CMOs) continues to evolve. No longer confined to traditional marketing tasks,...

Building a Winning Marketing Analytics Program: Beyond Tools and Technology

While data and analytics hold the key to competitive advantage and improved outcomes, many businesses struggle to translate potential...

Marketing Analytics Dashboards – three critical features to get started

Marketing dashboards have been a hot topic for a long time and lately have been coming up for me with clients. Ideas around dashboards...

Marketing Maturity Models: A Guide for Improving Your Marketing Analytics

Marketing maturity models are a helpful tool for organizations that are looking to improve their marketing analytics capabilities. These...

A KPI Ladder: A Powerful Tool for Aligning and Measuring Marketing Programs

Many strategies and marketing plans include business goals and media metrics. Depending on the team that is authoring the strategy, the...

Attribution, Echoes, and Associations: A Multi-Layered Approach to Marketing Measurement

Marketing is a complex and dynamic field. It requires constant measurement and optimization. But how do you measure the performance of...

Part 2: Building Integrated Marketing Datasets

An integrated marketing dataset is a collection of data from various marketing channels that is consolidated and analyzed to give...

Marketing Ecosystem Diagrams Are Super Useful

Recently every project I've worked on has benefited from putting together an ecosystem diagram. Not everyone knows what these are, how to...

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