Preparing for the Future Now Executive Summary Google Analytics 4 (GA4) is a fundamental reinvention of the platform core: the GA4 property and the event-based measurement model. These two elements drive a flexible, user-centric data model, making a broad set of aligned functionalities possible and impactful: Discover and use accurate and comprehensive customer journeys cross-device […]
Marketing Strategic Planning
Cecilia’s Coffee Bean Consortium Cecilia started a coffee bean mini-consortium three years ago, creating partnerships with coffee bean wholesalers specializing in custom roasting. After nearly two years of success, Cecilia added roasters specializing in premium Hawaiian Kona and Jamaican Blue Mountain. Now, one year later, accounting indicates a 15% YOY decrease in gross sales revenue. […]
Mike Stratta’s Vision for the Future of Data Analytics
Mike Stratta knows he’s being watched on the Internet. In fact, he knows everyone is. It’s what the future of advertising is based upon. “The moment a consumer searches online is the inflection point for any brand because it carries intent,” Stratta, founder and chief executive officer of search marketing firm Arcalea, explains. “It’s the most […]
Multi-Touch Attribution (MTA)
Summary Businesses strive to calculate the value of marketing elements and gain an accurate understanding of the customer journey. By planning MTA solutions around KPIs, brands can create a critical resource that reveals accurate revenue attribution and specific insights into customer journeys. By connecting true attribution values across dimensions, businesses can query datasets and optimize […]
Preparing for AI
Implementing AI for the Business While AI-enabled businesses have flourished for the last decade, recent attention from the popularity of Chat-GPT and other AI tools has energized the conversation about the role of AI in business and consumer interaction. However, what appears to be a sudden emergence is the cumulative work of nearly 75 years, and […]
Quantitative Market Assessment
Competitive Analysis of Market Positioning Purpose of the QMA Businesses have long valued competitive intelligence. By definition, from product design, to strategic planning, marketing is dependent upon competition and competitive forces, and entering or succeeding in any market, requires understanding the competition. From target market and the core value propositions, to product-market fit, services, brand, […]
How to Spy on Your Competitors’ Facebook and Twitter Ads
Greater transparency in online advertising In the wake of the 2016 U.S. Presidential Election, Facebook, Twitter, and Google and other digital advertising brokers have received criticism for their mishandling of false news, personal information, and divisive targeted advertising. Facebook reported roughly $100,000 invested into divisive ads, while Twitter sold over $270,000 worth of ads to accounts linked to […]
15 Best Places to Promote Your Blog Post After It’s Published
Writers just starting a blog may think traffic miraculously arrives after publishing an article. The reality is that bloggers spend as much time (or more) promoting a post as they do writing it. The goal of content promotion is to ensure your article is read from as many places as possible. The key is posting […]
Pay per Click (PPC) vs. Pay per Impressions (PPM): Which Is Best?
The Rise Of Paid Advertising In the past 20 years, the Internet has grown from 300 million to over 5 billion users, or about 66% of the planet.Getting your brand message communicated in such a crowded medium is a challenge. However, advances in digital marketing, and paid advertising specifically, make connecting to target audiences possible. […]
The Importance of Email Marketing
If a business wants to communicate with a customer, the best way to do it is through email. According to Hubspot, 86% of consumers would like to receive promotional emails from companies they do business with at least monthly (with 15% preferring daily emails). Emails are the quickest way to announce a sale, share company […]