Are you connecting your marketing to business results?

I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that:

  1. Measurement was really important
  2. Measurement was really, really hard

The eternal struggle for marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on analytics. 

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Can You Do Personalization Without MarTech? Would You Want To?

Is martech marketing? Can you market without it? Do mature marketing organizations need to be including martech? 

In a recent blog post we mentioned that 67% of B2B companies doing personalization are either entirely or mostly using manual processes for content personalization. That’s an enormous amount of people engaging in manual processes instead of automation. Why does this happen?

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Must Marketers be Data Scientists?

Big data is having big effects on content marketing, nowhere more than in its ability to make sense of the complexity of human language. Understanding data science is necessary for agile marketing in 2019. Here’s how marketers can utilize data to hone their craft.

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About Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm.

The 1H B2B Marketing Restrospective

The second quarter is behind us which also signals the end of the half. So what’s next?

Here in the US we’re taking vacations to recharge. No matter how much disconnecting we do, in those quiet moments we’re reflecting. We’re wondering about where we left money on the table and how we’re going to adapt our plays so that we win more in the coming months.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Making Data-Driven Marketing More Human

It’s time for marketers to put humanity back in their marketing practices. Today for SearchChat, Steve Zakur and I discuss first whether you should be worried about government regulation. It seems some marketers have their head in the sand that it will never be an issue, others have their “paranoid” dial turned up to 13. People who have been giving away their data for free are tired of being abused. There’s an unease and distrust around privacy because that trust has been repeatedly violated. Is it the end of data-driven marketing, or does marketing need to get smarter?

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: How Marketers Can Use Data to Keep Your Seat at the Table

There’s major power for automation within marketing, and not everyone is harnessing it. This episode of SearchChat Steve Zakur and I ask: how can CMOs use both automation and data to keep their seat at the table as companies evolve?

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

How long will business models based on personal data survive?

I don’t use Snapchat mostly because nobody I know uses it. I’m not the target demographic, apparently. But that doesn’t keep me from talking about how much I dislike the user experience. I know that when I register such complaints I probably sound like a codger who wants his buggy whip back. But even so, I never really “got” why someone would build a platform where content is ephemeral. Isn’t the whole point of social platforms to catalog our lives? Maybe I’m missing something.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.