Everyone loves a good benchmark. And why not? To paraphrase Alistair Kroll, author of Lean Analytics, “you don’t know if you’re crushing it or being crushed” unless you have a line in the sand.  Benchmarks are the inspirational lines that encourage you to identify areas for improvement, set clear objectives, and improve performance over time. They also serve as critical proof points when you have to demonstrate the need for new staff, a change to your media plan, or a boost to your marketing budget. (more…)

Marisa Meyers

Marisa Meyers is an expert digital marketing strategist with 8 years’ experience and an unhealthy obsession with zombies. When she isn’t helping clients develop buyer personas, map customer journeys or otherwise navigate the complex world of digital marketing, you will find her binge watching all 6 seasons of the Walking Dead.

Cost Per Acquisition is an important metric that can help you gain useful insights on true return on investment. If you haven’t already, we recommend starting off by learning why a digital measurement plan is an important first step in your marketing strategy.

One of the primary concerns facing businesses today is determining whether or not a current, or previous, marketing strategy is effective. When allocating funds and investing not only resources but time into various channels and tactics, it’s important to know if these efforts are producing tangible results. Measuring cost per acquisition is one of the ways that you can gain this insight. (more…)

Lauren Coulombe

Lauren Coulombe is a Marketing Intern in pursuit of a degree in Marketing and Sociology. When she’s not working or at school, you could most likely find her pretending she was somewhere warmer with her family. Appreciate the small things.

If you’ve read our blog before you’ve heard us talk about the importance of digital marketing measurement. But how exactly can you get an idea of what’s working for your digital marketing strategy and any areas for improvement? This is where attribution comes into play.

Attribution, or the process of assigning credit for a conversion to a marketing touch-point, is an important part of measuring your digital marketing success. It can help you see which touch points earned that big conversion, others that came in with the assist, and even some that aren’t doing as well as you expected. (more…)

Kaitlyn Delaney

Kaitlyn is the Lead Social Media Strategist with Incentric and an all-weather beach enthusiast. When she’s not creating integrated social media strategies or launching campaigns, you can find her traveling and looking for the best local eats, hopefully at the same time.

Many challenges exist for higher ed marketers, such as measuring student engagement and increasing student enrollment while dealing with higher competition. Balancing strategy, campaigns, and measurement and doing all of it well can be a strain on marketing teams everywhere. So it’s no wonder that we eagerly jump at the chance to use technology to cover those marketing related tasks that were done manually before. But with so many options available, what are the types of higher education technology that are truly useful? We’ve put together a list of tools that are helpful to higher ed marketers.  (more…)

Marian Visona

Marian Visonà is Director of Analytics and SEM who loves data and likes to keep up to date with the latest digital trends. When she’s not preparing reports and spreadsheets, she’s out analyzing the KPIs of various Providence eateries. In food and performance optimization, testing is key!

With increasing competition in the higher education landscape and an array of digital tactics at your disposal, it’s harder than ever to resonate with prospective students and truly make an impact. Just reaching prospective students is no longer enough. You have to “engage” with them throughout the student journey in an effective and measurable way. But what is student engagement exactly? And just as importantly how do measure it? (more…)

Kaitlyn Delaney

Kaitlyn is the Lead Social Media Strategist with Incentric and an all-weather beach enthusiast. When she’s not creating integrated social media strategies or launching campaigns, you can find her traveling and looking for the best local eats, hopefully at the same time.