Insights & Actions

Thoughts, Ideas & Essays
December 15, 2020
Posted by Sam Tomlinson
01
Measuring The Impact of Corporate Social Responsibility

The prevalence and scope of corporate social responsibility (CSR) initiatives has exploded over the past decade. Despite this massive growth, roughly half of companies say they are not adequately measuring the impact of those investments; those that are attempting to measure the impact appear to not be using relevant, business-focused key performance indicators (KPIs). It is worth...

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December 2, 2020
Posted by Sam Tomlinson
02
Net Present Profit Per Click:

In Search for One Metric to Rule Them All One of the biggest challenges faced by all performance marketing stakeholders -- agencies, marketers, brands, investors and executives – is consistently & correctly quantifying the value created for the enterprise via marketing initiatives. To put it succinctly: answering the age-old questions of, “What’s the ROI on...

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October 30, 2020
Posted by Sam Tomlinson
03
Is Your PPC Campaign Profitable?

The majority of businesses today are doing some form of online advertising - whether that be small boosts on Facebook or Instagram, search ads via Google Ads, product ads on Amazon, or display remarketing on one of the many ad networks out there. But how many of those campaigns are actually delivering results for those...

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October 28, 2020
Posted by Sam Tomlinson
04
The ROI of “Big Events”

What screams "marketing campaign" more than a BIG EVENT? As today’s world becomes increasingly digital – today’s consumer can do everything from job hunting to food shopping to home buying completely, blissfully, online – brands have responded by building ever-more-robust web presences. They’ve created apps and designed killer YouTube campaigns and even “Gone Live” with...

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October 27, 2020
Posted by Sam Tomlinson
05
Business Models, Better Mousetraps & New Regulations

Do you ever review your credit card (or debit card, or whatever) and see a charge for a product or service you either (a) hardly (if ever) use or (b) signed up for eons ago and never cancelled, simply because the hassle of cancelling is far greater than the cost of keeping the service/product/whatever? For...

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October 22, 2020
Posted by Sam Tomlinson
06
The Myths of Digital Advertising Bubbles

Author's Note: This piece is my original work and was first published on Search Engine Journal. The more things change, the more they stay the same. For decades, marketers have been trying to achieve the “holy grail” or marketing perfection: reaching the right person, with the right message, at the right time. And throughout that...

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September 24, 2020
Posted by Sam Tomlinson
07
The ROI of Lead Scoring Programs

According to the Content Marketing Institute, more than 85% of marketers consider lead generation to be their top priority in 2016 – a telling statistic on the priorities of the modern marketer. However, lead generation neglects a critical element for creating a real return on investment: lead scoring. As evidenced by the CMI study, many small business owners and marketing...

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July 24, 2020
Posted by Sam Tomlinson
08
The Conversion Isn’t Everything

In today’s marketing world, it seems that everyone – from marketers to sales teams to executives – is obsessed with conversions. Those wonderful moments when a visitor completes a desired action - whatever it may be (a transaction, a lead form, an information request, a webinar sign-up, etc.) - that represents a successful outcome for...

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