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What March Madness Can Teach You About Split Testing

Posted by Andrea Garcia on Mar 15, 2017 8:15:00 AM

During March Madness, it seems like anything can happen. A number one seed can take the whole tournament or be upset by a low-ranking underdog. You can predict, with your bracket, how you think it'll turn out, but only the lucky few will have intact brackets by the Final Four. Maybe you pick based on season-long data and NBA prospects. Or maybe you pick based on school colors and mascots.

With as much time as you might spend developing the perfect March Madness bracket, do you spend that much time on your "marketing bracket"? (That's not really a thing, but go with me here.) There's a marketing term called split testing (or A/B testing) and it's very similar to the scientific method or NCAA brackets: make predictions based on past data, see how it turns out, and apply what you've learned next time.

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Topics: Analytics, Marketing Analytics, Marketing, Conversion

Google Analytics Vocabulary and Definitions

Posted by Sparkfactor on Dec 7, 2016 8:15:00 AM

Have you ever wondered what some of the terms mean when looking at your Google Analytics account? In this blog post, we give you some of the most popular Google Analytics vocabulary and their definitions to help you get more from all the reports and data Google has to offer.

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Topics: Google, Analytics

How Your Website Can Benefit from a Spring Cleaning

Posted by Sparkfactor on Mar 22, 2016 1:45:00 PM

Now that spring is officially here, spring cleaning is in great effect. Usually this means switching out winter clothes for summer ones, starting landscaping projects, or reorganizing entire households. But it should also mean making sure your website gets a spring cleaning as well.

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Topics: Analytics, Marketing Analytics, Web Design, Marketing, Conversion

Be SMART in 2016 // How Inbound Marketing Can Help You Achieve Your Goals

Posted by Sparkfactor on Dec 21, 2015 11:30:00 AM

If you're implementing an inbound marketing strategy for the first time in 2016, or if you've been running inbound campaigns for years, you'll want a way to measure your success. One way to do that is to set up realistic goals and monitor them throughout the year. The SMART goal-setting method can help you and your company set goals that can be evaluated over the course of the year.

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Topics: Analytics, Marketing Analytics, Marketing, Business Lessons

Why You Need to Start Demonstrating ROI [New Data]

Posted by Sparkfactor on Oct 13, 2015 10:00:00 AM

Inbound marketing is a "long game." It's not as easy as snapping your fingers and watching the number rise on your metrics—rarely is anything that easy. Inbound takes time and nurturing and investment. If your inbound marketing strategy hasn't worked out the way you wish it would, don't give up hope just yet.

Before the Internet changed the way marketers do their jobs, there was only outbound marketing (traditional advertising, including TV, print, and radio ads). The idea was to get your product or service in front of as many people as possible and hope that someone who needed you, found you. After the Internet (and the invention of tracking cookies), consumers can be better educated about the problem they're facing and the solution to that problem, while marketers can better understand the efforts of blogs, social posts, and content offers.

Do you take advantage of the ability to measure and report anything from blog views to email opens to call-to-action clicks? Do you calculate the return on investment of your current marketing (whether outbound, inbound, or a combination of both)? If the answer is no, then the data from this year's State of Inbound report might change your mind. 

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Topics: Analytics, Inbound Marketing

Get SMART About Your Marketing Goals

Posted by Sparkfactor on Jan 19, 2015 1:00:00 PM

New Years is a time to make resolutions, whether they're personal or professional. Now is the perfect time to reflect on your achievements and struggles from 2014 and to assess your marketing goals for 2015. The best way to set goals is the SMART way: specific, measurable, attainable, relevant, and timely. This method of goal-setting gets you to think about where you want to be in a month, a quarter, or even a year, and helps you step-by-step to achieve those objectives. Each goal should fit in each of these five categories.

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Topics: Analytics, Marketing Analytics, Marketing, Business Lessons

The Science of Split Testing // When to Test, What to Test, and What to Expect

Posted by Sparkfactor on Oct 30, 2014 5:49:00 PM

Remember learning about the scientific method in school and thinking, "How will this ever help me in real life?" We have the answer . . . in marketing.

Split testing, or A/B testing, is like doing an experiment on your website, landing page, call-to-action, or any other piece of content. It helps you by putting two variables against each other: one you have used in the past or are currently using, and the one you think will make your content perform better.

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Topics: Analytics, Marketing Analytics, Web Design, Marketing, Conversion, Inbound Marketing

You Don't Need to Target the World

Posted by Sparkfactor on Oct 16, 2014 11:00:00 AM

It’s easy to think that time well-spent on social media means spreading the word about your products and services far and wide. Even for those lucky enough to name their own marketing budgets, it's wise to start thinking of your social media marketing in more tangible terms. When brands try to connect with everyone at once, they often fail to forge deeper relations with any one segment of their audience.

It’s time to step back and do some self-evaluation of your social media efforts: Who are you targeting? Where are those people spending their time? And how can you effectively reach them? Once you figure out the first question, you can spend some time on the last two.

We’ve compiled some data on the most popular social media sites from Pew Research Center and Survey Analytics to try to help you decide which sites might be useful for you to target the 73% of adults who are online.

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Topics: Analytics, Social Media

The Risks of Big Data and Rewards of Refined Analytics

Posted by Sparkfactor on Jun 27, 2014 10:41:00 AM

Measuring Marketing Success?

You're not alone if you're overwhelmed by the quantity of data associated with your marketing efforts. Dealing with the scale and complexity of measurable data tops the list of concerns for executives in all fields. Problems with big data include complexity, bias, and bugs. The more data there is, the more complex it becomes. As the amount of data collected increases, so will the connections that can be made. As a result of this complexity, it can be hard to find connections within data in order to create valuable insights. Additionally, sometimes our biases can produce an unrealistic interpretation of data. In our own heads, we have conclusions that can sometimes manipulate the data to make it true. Furthermore, whether the data works or not, or if there is a big - this can be problematic. Data can reveal insights that can create an aha moment or make you terrified. Always double check your data and be cautious with those "too good to be true" results. 

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Topics: Analytics, Marketing Analytics, Big data

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