2013 articles with this tag
Reviewing automated campaigns, triggers and lists to find what is broken, outdated or duplicated. At a glance Orphaned campaigns keep running after their purpos...
Environments where two parties analyze combined data without either seeing the other's raw records. What is at stake They let advertisers and platforms measure...
A prioritized list of experiments waiting to run, with hypotheses and expected impact. The key figures Hypotheses each experiment needs a stated expectation Pri...
Collecting and following up leads from trade shows, conferences and events. Where most projects go wrong The usual mistakes: Spreadsheets emailed a week later I...
Marketing through messaging apps and business messaging channels rather than email or social feeds. Why does it matter? Messaging reaches people directly, which...
The roles and responsibilities needed to run marketing for a business of a given size. At a glance Generalists and specialists early teams need generalists, sca...
Deciding which marketing work to run internally and which to outsource. What is at stake The choice affects cost, speed, knowledge retention and how quickly the...
The information an external marketing partner needs to do good work. The key figures Context business goals matter more than campaign tactics Constraints legal,...
Deciding how to divide marketing spend across channels, campaigns and time. Where most projects go wrong The usual mistakes: Budgets rolled forward unchanged Al...
The shared schedule of campaigns, launches and content across a marketing team. Why does it matter? Without a shared calendar, teams collide on launch dates and...
Structured reviews after campaigns finish, covering what happened and what to change. At a glance Timing reviews work best soon after completion Data results sh...
The recurring reports and dashboards that show how marketing is performing. What is at stake Dashboards shape attention, and dashboards full of vanity metrics p...
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