Author archives: Kathryn Markwell, Digital Strategy Lead


How Content Personalization Can Amp Up Your Digital Marketing Strategy

By Kathryn Markwell, Digital Strategy Lead on Jun. 28, 2016 View Comments

As a marketer, I’m sure you know by now that you’re not going to get very far with a one-size-fits-all approach. Sure, you have a target audience in mind, but are you really in tune with their needs? Your customers may be in the market for what you’re offering, but you have to find and talk to them in different ways. That’s where personalization comes in.

But how do you get started?

In a study by Adobe Marketing Optimization, 97% of marketing and customer insights decision-makers prioritized personalization as the most important capability to their company’s marketing moving forward. These numbers shouldn’t come as a surprise – the ROI is astounding. When you focus on providing personalized content to your target audience and have the proper digital analytics in place, you can expect to see increased conversions, better qualified leads, and increased loyalty.

Setting the Foundation for a Personalization Strategy
There are three pieces of the personalization pie that you need to get a handle on before you reap the benefits: personas, journeys, and goals.

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Why You Should Throw Out Your Digital Marketing Dashboards

By Kathryn Markwell, Digital Strategy Lead on Mar. 8, 2016 View Comments

Only 13% of CMOs believe they can accurately measure marketing ROI, but many state “improved analytics and reporting” as a top goal for 2016.

How can marketers better leverage marketing data for useful reporting that justifies investments and defends spend? We believe lengthy dashboards misaligned to digital marketing objectives are to blame for some of the divide. So throw out your current dashboards to make room for a fresh strategy.

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Don't Drown in Data: 3 Strategies for Better Marketing Analytics

By Kathryn Markwell, Digital Strategy Lead on Feb. 23, 2016 View Comments

Most marketers are currently caught in a whirlpool, comprised of data overload and increasingly complex digital marketing analytics:

- We have more data than ever before, thanks to the availability of information about customers and their behavior
- The linear marketing funnel has been replaced by a self-directed buyer’s journey and non-linear engagement
- CMOs are on the firing line to clearly justify program spend and ROI through proven metrics and data

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The Digital Analytics Checklist: Can You Keep Up With Your Data?

By Kathryn Markwell, Digital Strategy Lead on Feb. 2, 2016 View Comments

Are you getting enough bang for your buck with your digital analytics programs? Or are you like most marketing executives: swimming in data that you can’t quite get your hands around?

If you fall into the latter group, you’re not alone. CMOs today are struggling to find the right marketing analytics data that will help them justify spend, prove ROI, and report on the most meaningful business and digital marketing metrics.

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