With all due respect to the movie Field of Dreams, the days of “build it and they will come” – whether “it” is a product, service or experience, have passed. Customers, both individuals or businesses, have more power and selection than ever before. Stories of once-strong brands failing are now

The key to demonstrating return on marketing spend is to separate areas of investment and to not get overwhelmed by data which can’t ultimately provide attribution, according to Ariel Kelman, VP Worldwide Marketing at Amazon Web Services. Sign up for Which-50’s Irregular Insights newsletter Kelman offers his advice as many

Marketing operations platform Aprimo has launched new tools to help marketers better manage their budgets and measure ROI and improve productivity. “We’re excited to provide several new product enhancements and integrations that not only enable organisations to better optimise their Aprimo solutions, but also gain increased visibility into their data

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Marketers are moving away from vanity metrics such as web traffic or page impressions as a measure of success. Instead with C-suite executives more demanding of real ROI proof points, the shift is on to use data and analytics to chart performance. A Boston Consulting Group (BCG) study showed that the most

Marketing ROI

Research company Salmat, an Australian marketing services business, revealed that while most Australian mid-tier companies are increasing their marketing spend this year, one quarter are failing to actually measure the results of their marketing investments. When asked why not, respondents basically said they didn’t have the time. Take our Which-50

The majority of Australian marketers now employ content marketing strategies according to a new study by the Content Marketing Institute and the Association of Data-driven Marketing and Advertising  (ADMA) According to the research nearly half of the marketers surveyed believe that ROI measurement was an immediate and important criteria to

Email marketing has enjoyed something of a resurgence in recent years as marketing platforms have become more sophisticated and marketers themselves have come to rediscover its efficacy. According to the Lionbridge 2014 global email survey, email is “One of the most effective channels for reaching and engaging with target audiences”.

Events companies are finding gold at the end of the social media rainbow. And Twitter has emerged as the most lucrative channel. According to an analysis of its events marketplace, platform provider Eventbrite has released data quantifying the monetary value and impact social media is having on the revenue of

The  implementation of digital marketing strategies and platforms should be a boon for CMO’s looking to demonstrate ROI to their insistent finance departments. And yet 20 years after the arrival of web browsers and the emergence of digital as a critical and vastly scaling channel, marketing chiefs still struggle to

The retail banking industry retains an embedded skepticism about the real ROI of social media due to a lack of tools to measure quantifiable results, according to the results of a global study by London based research outfit Timetric. Called, “2020 Foresight: Retail Banking and Social Media – Do the