One of the biggest challenges in evaluating your marketing is identifying what’s working and what is not.  Marketers need to assign credit to channels, but consumers take a varied path to purchase.  It’s not as easy as just looking at the click that landed them on your site.  The road to purchase often happens over multiple sessions, various channels, and numerous devices.  Smart marketers are looking at diverse models to understand marketing success.

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You own a small business and everyone said you would need a website too. “Build the website yourself”, they said.  “Go ahead, check that box to add the Google Analytics code”, they said.

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This should go without saying, but I myself am NOT a web designer. Given my time spent indulging in online classes and assessments learning all the in’s and out’s, I’ll tell you now that you may find your head spinning.

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