When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.

Q. How do you involve employees in the process? We have pretty much every employee involved. We have 15 different business units. The person who runs each of those units sets their plan. They work ...

Understanding the return on marketing investments is crucial to delivering effective marketing programs that achieve your company’s needs and goals. According to a 2019 survey from Content Marketing ...

Attention metrics are – ahem – receiving a lot of attention these days. It’s all part of an industry-wide push for measurement tools that go beyond recording a person viewing an ad, and instead focus ...

Editor’s note: A version of this article previously appeared at KISSmetrics.com. If you’re using social media for your business, you should be measuring it. But don’t measure just for the sake of ...

Efforts to measure corporate sustainability performance are now rampant. Many companies are actively working to improve the measurement of their sustainability impact; a Google search of “corporate ...

Conversational AI is becoming an invaluable tool for brands of all types. Which metrics will help you best determine the success of your AI efforts? Implementing and monitoring metrics is critical to ...

I’ve got a pet peeve about the terms metrics and KPIs (key performance indicators). Too many people use those terms interchangeably, and while it may seem like a small thing, it drives me a little ...