Analytics & Testing
Analytics and testing are essential components of any successful digital marketing strategy. By leveraging tools and platforms that provide valuable insights into user behavior, businesses can make data-driven decisions to optimize their websites, campaigns, and overall customer experience. Key subtopics within analytics and testing include web analytics (GA4), A/B testing (A/B Testing), multivariate testing, conversion rate optimization (CRO), and user experience (UX) monitoring. Implementing a robust analytics and testing framework can help you identify areas for improvement, measure the impact of your marketing efforts, and ultimately drive better business results. Dive into the articles below to discover how analytics and testing can help you take your marketing to the next level.
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SaaS Success Lives and Dies in the Gaps Between Siloed Departments
In my first SaaS leadership roles, I was responsible for both integration and, later, product management. It was a high-stakes environment where the platform, frankly, had its fair share of limitations. However, I quickly discovered what I now consider the hidden…
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How To Build Accountability And Agility In Marketing Teams Using OKRs
We live in an era of high-velocity marketing. The resources you have today, the technology you rely on, the competitors threatening your market share, and the platforms controlling your reach are all subject to change without notice. For leadership in…
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The B2B Lead Capture Matrix: Success in the Era of the Self-Directed Buyer
The tectonic plates of Business-to-Business (B2B) marketing have shifted. The traditional sales funnel, a linear construct where marketing pours leads into the top and sales extracts revenue from the bottom, is obsolete. 61% of B2B buyers prefer an overall rep-free…
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Julius: Use AI to Connect To Your Data, Ask Questions, and Get Insights
Modern teams are drowning in data but starving for insight. Spreadsheets live in silos, dashboards require constant maintenance, and even simple questions often demand technical resources that slow decision-making to a crawl. As organizations grow, the gap between data availability…
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Appfigures: From Downloads to Revenue, Build a Smarter App Growth Strategy
Growing a mobile app today is less about instinct and more about clarity. Teams are expected to understand performance across app stores, advertising channels, markets, and competitors while responding faster to changes that directly impact downloads and revenue. Without reliable,…
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Lindy: The AI Agents That Ship Research, Analysis, Creative, and Campaigns While You Sleep
Marketing teams are under constant pressure to move faster without sacrificing quality. Research takes too long, strategy fragments across tools, and creative production becomes a bottleneck just as opportunities emerge. Even well-resourced teams struggle to connect insights to execution, often…
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When Increasing Pageviews Makes Strategic Sense… And 10 Strategies To Get More
Increasing pageviews has long been treated as a default objective in digital marketing. Dashboards highlight it, executives ask about it, and teams celebrate it. Yet pageviews, on their own, are not inherently valuable. They are a byproduct of interaction, not…
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The B2B Referral Sources Delivering the Highest Conversion Quality for 2026
B2B marketing performance is often misunderstood because teams evaluate channels using a single lens. Traffic volume, lead counts, or cost per lead are commonly used as primary success metrics, yet these indicators rarely tell the whole story. The more meaningful…
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How To Overcome Survey Fatigue: Latest Research and Proven Tips for 2026
Customer feedback is the lifeblood of data-driven strategies. Marketers rely on surveys to gauge satisfaction, refine campaigns, and personalize experiences. However, a growing challenge threatens this foundation: survey fatigue. This phenomenon occurs when respondents become overwhelmed by frequent or lengthy…
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How To Avoid A Website Redesign Failure
Website redesigns rarely fail because of poor visual execution. They fail because organizations misunderstand what a modern website actually represents. A production website is not a set of pages or a branding exercise. It is a performance system, a search…
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Best Companies for SaaS Platform Modernization
The Software-as-a-Service (SaaS) model depends on a platform’s ability to evolve over time. As products mature, architectural decisions made during early growth stages often become structural constraints, limiting scalability, reliability, and the introduction of new business capabilities. SaaS platform modernization…
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SaaS Onboarding Best Practices and KPIs for the Modern Enterprise
We are in the middle of implementing a couple of enterprise software platforms, and the contrast in their onboarding approaches has been striking. One experience feels deliberate, well-orchestrated, and respectful of our time. The other feels disjointed, reactive, and overly…
