If you’re using a last-touch attribution (LTA) model to measure the value of Facebook advertising, you’re undervaluing that channel by as much as 30 percent. This is the major finding of a new study from Kenshoo, “Quantifying the Impact of Multi-Touch Attribution: Spotlight on Facebook,” which analyzed clients’ live campaign performance data across multiple digital […]

According to the latest figures from Nielsen’s Global AdView Pulse report, spending on display advertising was strong in the first quarter of 2013. However, the global ad spend picture across industries looks a bit more mixed. Nielsen reports that display Internet advertising saw global spending grow 26.3 percent in the first quarter, with especially strong […]

Whether they’re figurative or literal, walls that stand in between marketing and sales teams can stifle a B2B company’s ability to generate, nurture and close leads, which has implications for the bottom line. According to research from Huthwaite, a sales and marketing performance training firm, nearly 75 percent of B2B companies that define their sales […]

A new report from Aggregate Knowledge finds that advertisers get higher-quality users from social channels and portals than from networks and exchanges. Social platforms and portals also deliver better reach. Costs According to Aggregate Knowledge’s “Global Media Intelligence Report” for the second quarter of 2013, CPMs (cost per 1,000 impressions), CPAs (cost per action/conversion) and […]

If you’re not moving forward, you’re already falling behind. That mantra holds plenty of weight for marketers, who are constantly summoned to learn the ropes of the latest “killer” tactics and strategies. These days, content marketing has the spotlight, and rightfully so. It’s essential for any marketer looking for a way to generate and nurture […]

OpenTable, which says it seats more than 12 million diners per month at about 28,000 restaurants, is testing an mobile payment process that will let diners pay for a meal by using the company’s app. Matthew Roberts, CEO of OpenTable, says in an interview with The New York Times that the company won’t be taking […]

We’ve known about it since December, but Facebook appears closer to unveiling 15-second video ads on its site. Bloomberg, citing “two people familiar with the matter,” is now reporting that these TV-style commercials will cost as much as $2.5 million a day to reach the social network’s 1.15 billion monthly active users. On Facebook’s second-quarter […]

According to the findings of a recent survey conducted by Corporate Visions Inc., B2B sales and marketing executives don’t seem to think that customer relationship management (CRM) systems are helpful when it comes to closing higher-margin deals. The survey of more than 800 respondents in the U.S. finds that 81 percent of marketers and salespeople […]

By Micky Long, vice president and practice director of lead nurturing, Arketi Group

Have the marketing automation and business intelligence tools available to today’s B2B marketers changed marketing from a right-brain to a left-brain profession? Some marketers may argue so, but I couldn’t agree less. (As a reminder for those, like me, who sometimes have trouble telling our right brain from our left: right-brain-dominant individuals tend to be more creative, while their left-brain-dominant counterparts tend toward the analytic.)

Back in late May, Google announced a pretty major update to Gmail: the introduction of five tabs that will automatically categorize emails as fit for one of five tabs: –