5-Minute Whiteboard: How Obsession with Attribution Warps Marketing Investments
Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic…
Marketing
5-Minute Whiteboard: Measurement vs. Attribution
Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers…
Your Burning Questions About Google Analytics 4 (GA4)
Google Analytics 4 (GA4) officially launches July 1, 2023. If you’re here, it’s probably because you’re not quite ready for it. Fear not, friend!…
Your New KPIs to Gauge Content Quality
Rand hates the phrase “high-quality content.” Quality is entirely subjective. And because it’s subjective, it’s impossible to measure, let alone find agreed-upon standards. Here’s…
How Being Customer-Led Can Double the Impact of Your Traffic
This is a guest post by Georgiana Laudi and Claire Suellentrop of SaaS educational and growth consultancy Forget the Funnel. They are the co-authors…
New Research: Dark Social Falsely Attributes Significant Percentages of Web Traffic as “Direct”
When site owners and marketers log into their analytics tools to determine how visitors discover and reach their properties, they expect accurate information. Unfortunately,…
The Power of Word of Mouth: How to Find What Influences Your Customers
Customer acquisition costs (CAC) have increased significantly over the past decade. This is true for both B2B and B2C companies, with CAC across both…
“High Quality Content” is the Most Useless Phrase in Marketing; We Can Do Better
Did you watch the television program Ted Lasso? You probably did; it has the ubiquity of the 1980s’ The Golden Girls in an era…
AI-Generated Content is the New Floor
Anyone can make it. Most of it is at least OK. Some of it’s pretty good. A few folks are already sharpening their skills…
Maybe You Need a Fractional Marketing Director — Not a Fractional CMO
I recently blurted out during a webinar that company leaders should think beyond the role of fractional Chief Marketing Officer (fCMO) — and instead…