Start at the End
Jul 1, 2007 12:00 PM, By Tom Simons and Ken Dec
It's not easy being a marketer these days. For one thing, you have to measure the impact of your campaigns. And that's a challenge when you're using multiple media. ...

It All Adds Up
Jul 1, 2007 12:00 PM, By Richard H. Levey
Yes, most database marketers still rely on revenue and income to determine return on investment. But a growing number are measuring brand equity, especially those that sell to businesses, according to Direct's 2007 database marketing practices survey ...

Inside Information
Jun 1, 2007 12:00 PM, By Richard H. Levey
Boardroom Inc. has based entire marketing campaigns on asking questions like, “What food should one never eat on an airline when offered?” (The answer: scrambled eggs.) But now it's directing queries at itself. ...

Beyond Page Views
Jun 1, 2007 12:00 PM, By Brian Quinton
Monitoring a Web site used to be a fairly straightforward proposition. Leading indicators like traffic, page views and sales gave a pretty good idea of how things were going. A more sophisticated check might involve observing how many visitors came through search results or affiliates rather than navigating directly to your page. ...

More Search Marketers Keeping an Eye on ROI: Study
Jun 1, 2007 8:41 AM
Almost nine in ten search marketers monitor return on investment from their campaigns, according to a study released today by search marketing firm iProspect. ...

Walking the Walk
May 1, 2007 12:00 PM, By Richard H. Levey
Asked to list challenges, 44% said the top one this year is to quantify the value of their marketing investments. And 28% hope to improve ROI. ...

Four Cool Firms
May 1, 2007 12:00 PM, Richard H. Levey
Can companies that specialize in counting ever be considered ? Gartner Inc. thought so, and tagged four small firms as just that. In more scientific language, ...

E-mail's Metrics Mess
May 1, 2007 12:00 PM, By Ken Magill
E-mail marketers lack standard definitions of fundamental metrics. Worse still, most don't measure anything meaningful at all about their e-mail campaigns, according to two recent studies. ...

Analytics a Top E- Marketing Challenge, Says Survey
Apr 6, 2007 8:24 AM
Segmentation/personalization, inventory assortments and data/analytics were cited as the top three concerns this year for online merchants seeking to improve conversions and return on investment, according to a survey from the E-Tailing Group. ...

New Analytics Platform Takes Broad View of Customer Contact
Apr 2, 2007 8:46 AM
Marketing solutions provider Coremetrics today announced the release of Coremetrics 2007, an online analytics and marketing suite of tools that will let marketers value the relative influence of multiple touchpoints. ...