Marketing Analytics

How to Build a Campaign Hierarchy for a Business of Any Size – Marketing Article

“Wow, you built the campaign hierarchy for Salesforce? How did you figure that out? Can I do that for my small and/or medium business?” That’s the reaction I usually get from our small or medium sized business (SMB) customers here at Salesforce, who are astonished about how I was able to build a campaign hierarchy for the entire organization. I’ve spent most of my career in operations, analytics and demand generation functions within marketing. At Salesforce, an organization with 35,000+…

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Understanding the Role of a Technical SEO Audit – Marketing Article

I’ve been in this “thing of ours” for 21 years now. And for about 12-13 years of that, I’ve been doing audits (technical and forensic). A lot of them, too. From mom-and-pop shops to Fortune 500s – I’ve been there and done that. Over that time, my processes have evolved. Interestingly, SEO audits really weren’t nearly as commonly talked about in the past as they are today. Because, you know, everyone just went from “throw a few links at it”…

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3 Common Pitfalls to Artificial Intelligence | Yesler – B2B Marketing Article

Yesler’s Anthony Izzo, Group Manager of Analytics, and Shelley Morrison, Director of Digital Media and Analytics, discuss three common pitfalls B2B marketers run into when using artificial intelligence (AI) for analytics, and tell you what to look out for so you can avoid making those mistakes and set up for success when AI comes your way. AI and machine learning are hot topics these days and it’s hard to avoid getting excited about their potential. But AI is not a…

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B2B Marketers: How to Stop Worrying and Learn to Love Paid Media | Yesler – B2B Marketing Article

Self-driving cars. Medical implants made with 3D printers. Refrigerators with built-in LED screens (so you can see what’s inside them without having to open the door). Looking around at all the available data, there’s no denying it: The future is now. And this miraculous future we already inhabit is largely underpinned by data-driven technologies, which continue to spur innovation and growth across countless industries and change the way we go about our lives. But while we in the world of…

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