The ROI of Site Search Return on Investment, or ROI, is one of the fundamental concepts in business. It is commonly understood across key stakeholders and business decision-makers, and as such, it is a pivotal aspect of building a business…
8 Metrics to Track for Onsite Search Analytics Marketers, content managers, and customer experience professionals are always looking for new ways to engage with audiences and improve conversion rates. But one indicator of engagement and purchase intent that’s largely overlooked…
I was at the Marketing Analytics Summit a while back, and I remember talking to a lot of people who felt that: Measurement was really importantMeasurement was really, really hard The eternal struggle for B2B marketers seems to be connecting…
Content marketing can be entertaining, helpful, or informative, or perhaps it can solve your audience’s problem. One good test of content marketing is whether it helps your audience even if they never buy your product or service. Here’s what content…
As content marketing has been practiced today, it resembles custom publishing. Companies tell stories that romanticize their brand, distributing those stories through various channels and amplifying them through social media. Content marketing has come to be more akin to advertising.…
Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business. In this…
If you are like most marketers, you’ve probably been salivating over personalizing your website for years. It has always seemed like a good idea, but you aren't retail. You aren't Amazon. Personalization has never seemed possible. If this sounds like…
Toward the end of each quarter, my mind returns to the business goals we set at the start. Some of those OKRs were related to organizational capabilities but the ones that are top of mind relate to pipeline progression and…
Analytics matter: this is the unavoidable fact of digital marketing, even for those digital marketers that fear it. But are you even measuring the right things? Do you know how to make meaningful improvements? In this episode of our SearchChat…
Any sufficiently advanced technology is indistinguishable from magicArthur C Clarke It seems like artificial intelligence (AI) has been on everyone's minds lately. It definitely has been on ours, as Tim Peter and I spoke on AI on our podcast. AI has…