web analytics

What to Measure: ROI or KPIs?

Digital marketing is constantly evolving and rapidly changing. It’s full of new technologies, new tactics, and new innovations. Yet there’s one constant: accountability. There’s an expectation that no matter how new, how cutting edge, how experimental or untested, it will all be perfectly measurable. The reality is all digital marketing is and always will be

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Content: Why Influence Matters

Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out

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How to Measure Social Media ROI

Measuring digital advertising is relatively easy and Owned and earned media? That’s a whole other story. The metrics and the methods for measuring digital marketing are less exact, the platforms are newer, while the old rules and models don’t apply. It’s been easier to groan about “lack of analytics expertise and/or resources,” “poor tools,” “unreliable

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How Will DoubleClick Stack Up?

It almost had to happen. Ad stacks are proliferating across the digital media landscape, and corporate behemoths such as IBM and Adobe are refining and growing their suites of digital marketing and advertising software offerings. All the while, Google’s been very quiet on the display advertising front. No longer. Today at DoubleClick Insights, Google announced

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Content Metrics 101

In digital channels, everything can be measured, and content marketing initiatives are no exception to that rule. Without measurement, there’s no way of knowing what’s working and what isn’t. You won’t have any information upon which you can refine or improve results, or jettison the stuff that’s less effective. In short, you should never begin

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