marketing analytics

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Mastering Paid Search Analytics

I recently took the our short survey about paid search. I was surprised to learn that analytics presented the greatest challenge to both paid search managers and agencies. Why is paid search analytics so challenging? I can’t speak for …

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Closing the Loop. Why Tying Efforts to Outcomes Matters

Over the years I have witnessed many companies’ take on how to report online marketing efforts. What sticks out to me most is often that lack of tying online marketing programs directly to successful outcome. Looking at only the …

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