Marketing Metrics

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  Research

  Study: Enterprise B2B Marketers Focusing More on Financial Metrics and Efficiency

  Enterprise B2B marketers are now emphasizing revenue-focused KPIs over vanity metrics such as clickthrough rates and lead volume, according to a study from B2B marketing specialist 2X and management consultancy Avasant.

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  ROI | Metrics

  How AI Is Changing Advertising’s Hottest Currency: Attention Metrics

  In a media ecosystem defined by velocity, variability and vast amounts of noise, one thing has become increasingly clear: Attention is the new currency. In light of this shift, here are practical tips for marketers.

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  Acquisition

  How L.L.Bean Mastered a Sophisticated Measurement Strategy

  When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.