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Brooke Huntley

Recent Posts

Customer Engagement Metrics: A 3-Step Guide to Tracking, Measuring and Attribution

Posted by Brooke Huntley on July 31, 2018 at 11:09 AM

Strong customer engagement is often an accomplishment coveted by digital marketers. It's that special sauce that fuels referrals and brand loyalty, while providing businesses with integral input and feedback directly from their target audience.

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Topics: Digital Marketing Strategy

How Cross-Channel Attribution Powers Smart Marketing

Posted by Brooke Huntley on April 24, 2018 at 11:12 AM

Integrating digital campaigns is key to building a seamless user experience, but marketing across channels can make it difficult to track which campaigns are driving conversions. When you can't pin down performance for separate campaigns, you can't apply optimizations with accuracy and ROI remains a mystery.

This is why cross-channel attribution is so important. Attribution is the process of accurately crediting separate campaigns with the results they drive on an individual basis. This isn't as easy as it seems — if one customer engages with a brand through three separate channels before converting, there's rarely a clear indicator of which channel was most instrumental.

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Topics: Digital Marketing Strategy, Analytics

Why You Should Let Marketing Partners Access Your Google Analytics

Posted by Brooke Huntley on February 21, 2018 at 11:33 AM

You'd never hire a wedding cake baker without a consultation, right? Sure, they can craft a beautiful cake, but they need specific details to make it personal for you. Your wedding colors, theme, flavor preferences and food allergies must be acknowledged — otherwise your cake won't be unique or appropriate.

The same holds true for business promotions. If you want your marketing partners to create spot-on web campaigns, they need to access your Google Analytics to gather data and thoroughly review it. Think of it as the ingredients necessary for the perfect cake.

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Topics: Analytics

What Owners Need to Know About Small Business Data Analytics

Posted by Brooke Huntley on December 22, 2017 at 1:38 PM

If you're investing in digital marketing, small business data analytics should be top of mind as you link efforts like content, social media, ads and email to realize a return on your investment.

According to research from HubSpot, just 61 percent of marketers believe they have an effective strategy, while 24 percent have no idea whether their leads are turning into sales. In addition, 40 percent said proving ROI is a top challenge.

Those stats suggest there's a lot of room for improvement. However, the beauty of digital tech is that it allows for detailed tracking and analysis of everything you do — but only if you're set up correctly and know how to use the tools.

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Topics: Analytics

How Data-Driven Marketing Can Inspire Action

Posted by Brooke Huntley on October 18, 2017 at 1:48 PM

Marketing and communications teams have the ability to track an endless number of actions — from email opens, to link clicks and even time spent on specific pages. However, the volume of data relating to potential customers can often seem overwhelming.

The sheer quantity of available information might have marketers wondering exactly how data-driven marketing can be turned into customer action and increased conversions. Here are a few ways to get started.

Create Buyer Personas

One of the biggest opportunities created by data-driven marketing is the ability to take data and turn it into audience personas. Understanding your current customer base and using data points about them can help you predict your best future customer. Building a persona helps center your marketing around the customer and their expectations. From there you can target your media and your messaging and you're further along in developing a data informed marketing strategy.

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Topics: Digital Marketing Strategy, Analytics

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