The TrackMaven Blog

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Everything you need to drive results, empower your team, and keep up with the latest marketing technology news.

The Data Proves It: The 2017 Spark Marketing Summit Rocked!

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Spark 2017 Presentation Decks

The 2017 Spark marketing summit by TrackMaven brought together marketing leaders from elite companies and organizations to explore the future of marketing, analytics, and technology-assisted creativity. Experience the powerhouse of marketing ingenuity created by the conference’s speakers through a self-guided walkthrough of the presentations below. For more about our speaker and participants, check out our…

Digital Marketing ROI: 4 Best Practices That Will Save Your Job

CMOs are facing incredible pressure to drive revenue for their companies and prove digital marketing ROI. Research shows that 70 percent of marketing leaders believe their organizations expect marketing to be the primary driver of revenue and business growth. Furthermore, CMOs that don’t perform will soon be on their way out. Forrester predicts that 30…

The Trail Blazers’ Secret Marketing Playbook: Metrics and Fan Engagement

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Sales and Marketing Alignment: Why Marketing Leaders Should Step Up

If you’re a CMO or vice president of marketing, sales and marketing alignment is likely a hot topic on your agenda. Why? Because marketing leaders are under fire to prove that marketing is a business driver, not a cost center. To do so, we need to ensure a smooth handoff with sales. Those leaders who…

How to Take the Pain Out of Measuring Marketing Effectiveness

As a marketing leader, you’ve likely read your share of articles talking about how hard it is to measure marketing effectiveness. And while I agree that marketing performance measurement is not something a lot of marketers feel comfortable with, the truth is, with the right tools and processes, it doesn’t have to be as painful…

Higher Education Marketing: Why Universities Are Skyrocketing on Social

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Instagram Analytics: The Ultimate Guide for Marketers

Leveraging Instagram analytics to improve your brand’s social reach and engagement is crucial for companies across all industries. Here’s why. At first glance, Instagram seems to be a one-trick pony. After all, how unique can a photo-sharing app be when literally every other social media app out there allows you to do that too —…

The One Reason Why Your Marketing Compensation Plan Is Failing

If your marketing objectives are going unmet, and you’ve gone back and forth trying to find out where you’ve gone wrong, there’s one area you might need to look at a bit more closely: your marketing compensation plan. Did you know that, although more than half of marketers say their primary objective is to increase…

How to Make Your Case for Attending the Spark Marketing Summit

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3 Ways to Future-Proof Your Marketing Team Structure

Trying to reach device-swapping, channel-changing customers with your marketing messages these days is like attempting to wrestle a 12-year-old’s attention from his Nintendo Switch. In both cases, you need to break through the noise to make sure your voice is heard. In trying to connect with audiences in this fast-moving digital environment, marketers have tried…

Don’t Expand Your Omnichannel Marketing Strategy Without Following These 10 Critical Steps

The more channels retail customers use, the more they spend. These are the results of a recent study published in the Harvard Business Review, which found that customers who used four or more channels spent an average of 9 percent more than consumers who used only one channel. But businesses that already have an omnichannel…

What Marketing Leaders Think About Strategy, Technology, and Data-Driven Change

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Have You Really Found the Best Marketing Analytics Tool? Think Again.

So your company has finally listened and decided to invest in the best marketing analytics tool? Fantastic news! You’re one step closer to turning your marketing department into a well-oiled, revenue-generating machine. But wait — which ones are on your shortlist? You’ve got a web analytics tool, a social media analytics tool, and a content…

How to Analyze Social Media Data for Your Business

Like the saying “it’s what’s inside that counts” teaches us not to judge people by their looks alone, learning how to analyze social media data is about more than just vanity metrics, i.e. the likes and clicks your campaign posts generate. Measuring social media analytics requires a comprehensive strategy that takes into account all channels…

Prove Your Impact: The 2017 Digital Marketing Analytics Performance Report

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The Marketer’s Guide to Twitter Analytics

Ah, Twitter. One of the three biggest channels dominating the social media marketing landscape, yet one of the most challenging channels to get right. Every day you see companies stumbling through their feeds, unsure of what they’re doing and whether or not it’s working. This is why using Twitter analytics to gain insight into your…

Power Results-Driven Strategies With Marketing Campaign Optimization

Marketing campaign optimization is key for turning your strategy into a powerful marketing machine. But many marketers struggle to stay on top of optimization best practices. Have you ever felt that, despite the best of intentions, your marketing strategy is like a paper tiger? It has the shape and form of something grand, but is…

5 Ways Better CMO and CIO Alignment Drives Business Growth

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Why Tracking Competitors’ Promoted Posts on Facebook Is Critical

Are you struggling to increase ROI from your promoted posts on Facebook? If so, you’re not alone. Easy conversions from Facebook are no longer a given. Marketers now need to put more time and money behind their content to get results. But are you putting money behind the right content, or just inflating costs via…

How Marketing Revenue Attribution Proves Your Value

Have you ever had trouble justifying your marketing budget? As a CMO, do you feel that nobody truly appreciates how much value marketing brings to the company? If the answer to either question is yes, then you’ve probably never explored marketing revenue attribution before. Marketing revenue attribution is the process of identifying which marketing actions,…

Marketing Change Management: Switching Technology for Better Results

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Using Salesforce for Marketing: Campaign Best Practices

With an estimated subscriber base of over 3 million users, Salesforce has become a common element among the world’s best-performing companies—in any industry. Why is using Salesforce for marketing so common? And why not? It’s a versatile CRM that can fit into nearly any sales and marketing process. Because sales and marketing are working off…

What Is Good ROI for Marketing Campaigns?

Return on investment (ROI) is one of the most important metrics for determining the success of a campaign or program. By tracking the level of return from investments in marketing, business leaders understand the effectiveness of the company’s marketing program. But what is good ROI for marketing campaigns? At its most basic level, “good ROI” means…

How to Set the Right Google Analytics Goals for Your Business Website

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Building a Web Analytics Dashboard to Help You Report Results

The ability to report on your website performance isn’t just a “nice to have” for today’s marketers. It’s a “need to have.” This makes building a web analytics dashboard that connects marketing activities to on-site actions a big time-saver, and even a job-saver. According to a report by Econsultancy and Lynchpin, 97 percent of companies…

How to Calculate ROI for Marketing Activities

Top-down pressure for marketers to prove ROI is on the rise. However, CMOs are unsure of how to calculate ROI for marketing activities and quantify their business impact. Every marketer needs to be able to prove their return on marketing investment and tie their efforts to revenue and other business outcomes. When it comes to…

Creating an Integrated Marketing Campaign to Maximize Your Impact

If you’re not using an integrated marketing campaign strategy, then you’re not using your marketing channels effectively, and losing out on ROI because of it. Having an integrated marketing campaign requires identifying the channels that work best for your brand and strategically leveraging them together to maximize impact. This means that for your integrated campaign…

Social Media Sentiment Analysis vs. Social Incident Response: What’s the Difference?

Social media marketing is a many-headed hydra. From content distribution and campaign management to social listening and social analytics, it’s challenging to find the right division of labor to tame each element of social media management. But when it comes to preserving brand health, social media sentiment analysis and incident response are two often-confused components…

How to Build a Social Media Analytics Dashboard for Your Business

Social media spending is increasing, putting more pressure on marketers to track and prove ROI. Luckily, you can stay on top of your performance by tracking the right metrics in a social media analytics dashboard. Why marketing teams need a social media analytics dashboard The CMO Survey projects that the share of marketing budgets spent…

Digital Marketing in the Entertainment Industry: Using Analytics to Prove ROI

Digital marketing in the entertainment industry presents an opportunity for executive marketers to use analytics to prove the ROI from their efforts. Traditional marketing has something of a problem when it comes to the entertainment industry. It’s not just that traditional marketing suppliers are more sales-oriented now than partner-oriented; nor is it just that the…

How to Set Social Media Marketing Goals That Drive Revenue Growth

Identifying social media marketing goals that drive business results will help you prove the ROI from your social strategy. This is crucial for today’s marketers, most of whom are unable to tie social media initiatives to revenue. According to eMarketer, The CMO Survey by Duke’s Fuqua School of Business found that over 60 percent of…

Customer Lifecycle Marketing: Retention Strategies to Increase Profit

It’s no secret that customer retention and loyalty is extremely important to business. So shouldn’t your marketing strategy target customers beyond the point of purchase to drive further business results? This is where customer lifecycle marketing can help you target existing customers for improved profitability and reduced marketing costs. A greater focus on improving brand…