What exactly is the Act-On Beacon? What does it do?

The Act-On Beacon is the primary retargeting mechanic of Act-On. It is a relatively simple JavaScript tracker that places a cookie into the visitor’s browser cache and records when that cookie is recorded on the tracked page. This data is sent to Act-On’s Fact Database and recorded for use in the Act-On Contact Report. To download a PDF of all of the information presented here, click below.

How Can The Beacon Help?

1. Marketing Target Definition

Using data collected from the Act-On Beacon, marketers are able to target messaging based on specific tracked behaviors.  Through Act-On’s native segmentation, marketing is able to create audience segmentation based on the number of page visits in a time range, or visits to specific pages on the website.

For example, Tactical MA could target users visiting this blog post, then our About Us page, and then our Contact Us page who don’t submit our Contact Us form. I could then nurture these persons with Automated Programs in Act-On.

2. Act-On Lead Scoring

Once a person is being tracked by the Act-On Beacon, the next step in the process is the “Known Visitor Conversion”. A person becomes known to Act-On when they click on an Act-On email or submit an Act-On form. Act-On associates the cookie ID it has been tracking to the individual’s email address which enables Lead Scoring for that individual. Because all tracked behavior is now associated with the person’s email address, any list that person is in now has a universal Lead Score it can reference based on your configuration. Additionally, if you are using an integrated CRM like Salesforce, Microsoft Dynamics, or SugarCRM, these lead scores and behaviors are visible directly in CRM.

3. Sales enablement using Act-On

When you pick up the phone to make a sale you want to be confident the person on the other end wants to hear what you have to say. There is nothing worse than guessing wrong and being lit up because of it. The Beacon provides Sales with direct insight into the prospect’s activities, research, and interest areas before they initiate any outreach. When combined with effective views, this also provides enhanced prioritization based on Lead Scoring or specific indicators. The typical impact is a ~50% increase in sales productivity.

4. Create alerts and triggers

Using the Beacon in concert with alerts and automated programs transforms Act-On marketing automation into a control panel for insight and awareness. The Beacon is the core of audience insights that can be used to configure automated alerts based on page visits, qualification levels, indicators, or specialized follow up. Advanced uses cases for this included monitoring for specific sets of behavior (e.g. alert the assigned Salesforce owner if [email protected] visits our website) or the absence of behavior (e.g. alert customer support if [email protected] has not visited the login page in the last 30 days).

What are the risks?

The Beacon is extremely lightweight.
The total run time for all events associated with this script is approximately 150 ms. When placed in the footer of the website, it should have no measurable impact on page performance.
No known security risks exist for the Act-On Beacon.
The simple script uses common cookie tracking technology. Examples of similar technology include Google Analytics, Facebook, and LinkedIn advertising scripts.
The Beacon is intended to collect, store, and track user behaviors for marketing purposes.
While its data collection is limited, consideration should be given to governing and regional authorities.

Where do I configure the Beacon?

Act-On Beacon configuration The Act-On Beacon is configured in your Act-On account. Simply navigate to Settings-> Other Settings-> Beacon Settings.  Here you will see the current status of the Beacon, as well as your configuration options. Once configured, simply copy the Beacon code to your clipboard and add this to the footer element of the page or site you want to track with the Act-On Beacon. Full Act-On documentation for the Beacon can be found here.

Too Complicated?

The road to good marketing automation begins with a single step. We believe that the Beacon is an essential tool for unlocking all sorts of practical automation. Not sure where to start? Contact us today for a consultation and we can help round out how to get the Beacon set up on your site and feeding you data that you need.

To download a PDF of all of the information presented here, including a flowchart of the Beacon’s technical process, click below.

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When we talk about driving website traffic, we mean attracting relevant visitors to our site, with the aim of capturing their information.

Ideally, the goal is to convert the visitor to a known lead before they leave. Generally, increased traffic is achieved through a combination of advertising and content creation. By applying personas -fictional people, created to illustrate the ideal customer for our business – to different parts of the demand and lead generation processes, we can optimize the process and connect with ideal clients, as we’ll discuss below.

Creating personas is a data-driven creative process that involves looking at both where your business is, and where you would like to take it. You look at the demographic information of your clientele and extrapolate what you know to create three-dimensional characters with goals, fears, priorities, and desires. Each company should have at least one fully fleshed-out persona for each vertical, allowing them to better imagine what their potential clients will respond to. We discuss the process more in-depth, HERE.

How Will Persona-Based Content Drive Traffic?

Getting in the mindset of our persona allows us to be specific about the questions they have. By focusing on the pain points of particular personas, we can develop content – both gated and otherwise – that answers their questions, addresses relevant concerns, and targets the right people. This will, in turn, increase the number of organic visitors through SEO and increase the percentage of interested visitors. We can leverage website content on social media to drive even more visitors from our social platforms.

5 Ways to Drive Traffic With Personas

1. Create Pillar Pages & Gated Content Based on Their Concerns

Pillar pages are pages on your website that are designed to provide a comprehensive overview of a topic relevant to an industry and audience. Other pages and blog articles with more specific focus can link to and from a pillar page, creating more traffic throughout your website. Gated-content (whether a white paper, a slide deck, or any other media) can serve a similar purpose, while simultaneously collecting contact information from those who want access. These days, people are learning to get specific in their search queries. By identifying and writing for a particular concern, we increase the chance that our page will stand out in their search.

2. Identify the Best Platforms for Advertisement

Understanding your audience means knowing where they spend their time, and what means of advertising they’re most likely to trust. Having identified this information while building your personas, you know where to reach your ideal customers, and what messaging to use. For example, we know that Youtube is the most-used social media platform in the USA and that people engage more with video content, but if we are targeting audiences over the age of 65, we might be better off using Facebook.

For more on social media, check out these resources:

3. Tailor Blog Content Toward Specific Pain-Points

When it comes down to it, people visit a business’s website for one of two reasons: to make a purchase or to answer a question. This makes the point of blog content to provide answers and context. The reasoning is similar to that of pillar pages, except where a pillar page is meant to be a one-size-fits-all overview, we can create a dozen blog articles, each delving into specialized topics for different audiences.

4. Educate At Their Expertise Level

There is no point in talking to our audience if they can’t understand us. That’s why we must understand where our audience is coming from. Are they new to the industry or old hands? Are they interested in the nitty-gritty details, or do they just need a password reset? Expertise-level will determine how you answer the questions your audience is asking; you can even provide different content for the same question, each focusing on a different persona.

5. Use A Headline to Its Fullest

Target your personas in the title. To connect with the right people you need to be putting out the right signs, whether that’s highlighting a specific pain point, or directly naming the people you’re talking to. For example, if you are targeting parents, you can put that right in the title. “3 Multitasking Tips for New Moms” as opposed to “Tips for Multitasking”. Even better if you tie-in pain points, “3 Multitasking Tips for Busy Moms.”

For more on headlines and titles:

Increasing traffic to your website is not an overnight process. Like anything else in business, it takes time and dedication to create a steady pipeline of site visitors. To this end, it is vital to keep your audience at the forefront of your mind and your processes. People won’t visit your website because you want them to, they will visit because they feel like you can help them.

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A marketing process is an essential tool for marketers in any sector.

You’ll see many terms on the internet, identifying and examining parts of the marketing process. Funnel, cycle, journey. What do these words mean? 

Even once refined, the definitive marketing process is somewhat extensive, so the impulse to simplify it is understandable. Before learning the meanings of these other terms, it’s essential first to understand the process as a whole. This example will use a simplified process designed for a small- to medium-sized company with minimal digital marketing and at least one dedicated salesperson.


This article sets out to provide a full understanding of the marketing process. Defining the stages, discussing the importance of this concept, and walking you through an example of the process in action. As with any marketing framework, this concept is not formally defined, and the community upholds no standardization. Every organization and thought leader in the industry is left to reimagine and trademark their version. The article below outlines and discusses this process in broad, simple terms so that you can understand not only this process but any variations you come across.

So, What is the Marketing Process?

A marketing process is defined as the stages of awareness and decision-making specific to making a purchase.

Buying is a process, from need to acquisition, and a buyer goes through several stages before making a purchase. A marketer’s job is to influence and engage with the buyer along the way.

The process is as follows:

  • Demand Generation
  • Lead Generation
  • Lead Nurture
  • Marketing Qualification
  • Sales Acceptance
  • Sales Qualification
  • Customer/Purchase


The 7-Stage Process

Demand Generation

First thing, people need to know that you and your product exist. Demand generation is the stage where a potential client becomes aware of your business, products, or services, and begins to learn the basics.

Lead Generation

In marketing circles there is a lot of talk about lead generation, or “lead gen” as it’s often shortened to, but what does it really mean? Lead generation is commonly used in the context of promotion and advertising, but it specifically refers to taking someone from generally aware of your product to explicitly expressing interest. Here, the goal of a marketer is to gather information about a person, often through gated content. Collection of information such as name, email or phone number, workplace, or position, is called capturing a lead. Once captured, marketing automation software creates a record for this person, and begins to measure their readiness to buy.

Lead Nurture

This is where a lead receives targeted emails and advertising to expand their awareness of your services. Here Tactical, this stage is often referred to as “Education”, as the primary goal is to educate your lead about your company and services. Leads can spend months, or even years, in this stage, depending on how prepared they are to buy. Automation software continues to measure readiness to purchase and grants them a lead score based on factors like filling out a contact form and visiting a webpage multiple times.

Marketing Qualification

Once a lead score reaches the set threshold, an alert can be sent out to the sales team. A lead has indicated through their actions that they are ready for a sales call, and the sales team delivers. A lead in this stage is called a “Marketing Qualified Lead” or MQL.

Sales Acceptance

Once a salesperson has determined that the lead meets any other qualifying criteria and is ready for personalized attention, they’ll reach out. After marketing qualification, but before the sales team has qualified them, a lead is called a “Sales Accepted Lead” or SAL.

Sales Qualification

Once contacted, your sales team makes a decision. If they think your lead is prepared to buy, they will take steps to secure a sale. Until the purchase is made, this lead is called a “Sales Qualified Lead” or SQL.


Once your lead is converted to a customer, they reset to Demand or Lead Generation, where they can continue to be nurtured and educated, keeping your product top of mind and encouraging upsells and relationship management.

Reasons You Should Know It

The marketing process (whichever variant you choose) is the most foundational marketing principle you can learn. From it, you can learn what your lead needs to move closer to becoming a customer. Unfortunately, 35% of marketers aren’t organized with their strategies and processes, even though marketers who document their processes are 313% more likely to report success in their campaigns. (CoSchedule, Marketing Management + Strategy 2019)

Knowing how your marketing fits into the greater process is more than theory. It affects how well you put your ideas into practice. Here are just a few of the ways that working within a marketing process framework impacts your work:

  • Understanding where your client has come from and where they’re going.
  • Create value through meeting your client where they are.
  • Maintain a narrow focus on objectives.
  • Reduce time developing marketing.
  • Ability to direct the process as you wish.


Your lead starts as a stranger to you and your business, a “cold” lead. She is one in a group of potentials: maybe the target audience on a Facebook ad, or a list you acquired. This is your Demand Generation stage; she doesn’t know you, so she can’t want your product.

At some point, she sees your product; in this case, through an ad online. She’s interested, clicks on the link, and follows it to your landing page. She quickly clicks away and doesn’t think about it again. Days later, another ad appears; this one addresses her pain point and offers a downloadable resource. This is Lead Generation. She sees ads or promoted social posts – sometimes clicking through and sometimes not. Finally, something resonates enough that she gladly trades her contact info for a piece of content. Once you have her email (or phone number), you now have a proper (warm) lead.

Lead Nurture begins. Ads become more targeted, and emails are sent to stoke her interest in your products or services. Your automated program is tracking her movements on your site, what she interacts with, the links that interest her, and ranks her interest on a numerical scale (her lead score).

So you’ve generated demand for information, generated a lead from an unknown, and nurtured your lead for some time. What next? Well, that depends on how effective your marketing is at targeting their needs. Eventually, their interest peaks; they have fulfilled the marketing qualifications and graduate to a Marketing Qualified Lead (MQL).

Your sales team is alerted to their new status and reach out. Maybe your lead gets a phone call, text, or personalized email. They are now Sales Accepted.

Leads can jump backward or forward through the process, depending on various factors. For whatever reason, they ignore the message and return to downloading freebies, liking social posts, and reading the blog. When this happens, they return to Lead Nurture until the next time interest spikes, and you reach out again.

This time they reach back! Sales schedules a meeting with them, and your lead keeps in touch. Sales decides that they fulfill the qualification requirements, and are one step closer to closing a deal!

The day comes that they make a purchase. You have successfully converted a cold lead into a customer. Once again, this customer is aware of your business, but doesn’t need you; they have reset to an earlier stage, and it’s up to you to guide them back through the process.

Key Take-Aways

  • The marketing process is the stages a potential client moves through to go from unaware to buyer.
  • The process follows the basic human decision-making process.
  • Leads can move backward or jump forward through the process, depending on various external factors.
  • Meeting your lead where they are in the process is key.

Check out our Complete Marketing Process Flowchart HERE.

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Symptoms of Poorly Defined Audience Personas:

  • Poor Conversion Rates
  • Difficulty Defining the Buyer’s Journey
  • Content that is All About Your Product or Services

Understanding the Problem

Weak personas are absolutely the most common problem facing marketing teams in the United States. Many marketers are so busy doing marketing that they forget whom they are marketing to. 

As marketers, we understand everything we do is about getting the “right message to the right person at the right time.” We know that buyers go through numerous stages before they’re ready for a sales conversation, and we have to align our message touchpoints to these stages or we will lose their attention entirely. However, it is distressingly common that marketers are so far removed from our buyers that we forget what is important to them, and then our message doesn’t land.

The Solution: Define and Document Your Personas

Regardless of your industry, there are a few tried-and-true practices that always form the foundation of our work. One of these is persona building.

Getting to know any new person means asking questions. Defining buyer priorities is all about asking the right questions and prompting insight into the “why” behind buying decisions. I strongly recommend documenting buyer personas using open-ended questions.

My personal favorite two-part prompt is, “What problem does this person have, and how do we help solve it?”

If you need help, Tactical Marketing’s Buyer Persona Worksheet is a free resource available to anyone looking to improve their Persona Development!

Download the Persona Worksheet HERE

If you’re looking for more quick fixes to big problems like these, check out other articles like this.


Overstretched Resources: https://www.tacticalma.com/lack-of-processes/

Unpredictable Lead Gen: https://www.tacticalma.com/unpredictable-lead-gen/


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Symptoms of Lacking Processes:

  • Last-Minute Campaign Changes
  • Overwhelming Manual Activity
  • Missed Deadlines

Understanding the Problem

Marketing has the highest employee turnover rate of any industry at an astounding 17%. This means that marketing programs are often a hodgepodge of ideas, rebuilt and reprioritized over-and-over by the different people who have come and gone. As new marketers rush in, they take on lead generation, email newsletters, marketing automation, and social media – with the expectation that all of these practices will continue without a hitch. Marketers dive into a defined set of activities and change the micro-strategy; often, there is not enough time to reinvent the entire marketing process. Couple that with the fact that most marketers have experience with hands-on tactical initiatives and not systematic, strategic planning.

Just knowing where to begin can be incredibly frustrating.

The Solution: Find The Right Processes

Take what you need! When it comes to strategy, don’t reinvent the wheel; look around, and find a good resource. Marketing processes have been rebuilt by everyone under the sun.

If you need a strategy, I guarantee it’s already out there.

Companies like Tactical live and breathe strategic planning. We develop standard methodologies and approaches to form playbooks that work for thousands each year. Whether it’s our playbook or another company you’re a fan of, don’t be ashamed of taking inspiration from the resources you see and using them as a jumping-off point.

For example, we make our standard strategic playbook available to anyone for free download on our website. We intentionally designed it to be a jumpstart for strategic marketing planning so you can get back to executing campaigns

Download the Marketing Process Flowchart HERE

If you’re looking for more quick fixes to big problems like these, check out other articles like this.


Weak Personas: https://www.tacticalma.com/poorly-defined-personas/

Unpredictable Lead Gen: https://www.tacticalma.com/unpredictable-lead-gen/


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Symptoms of Unpredictable Lead Gen:

  • No Automated Lead Nurture
  • Unknown Conversion Metrics
  • Undefined Marketing Funnel Stages

Understanding the Problem

No matter how your performance as a marketer is measured, funnel stage conversion rates are part of your process. Many marketers mistake their goal metric as the only metric to track (e.g., leads generated per quarter). This oversight creates a very reactive environment: if leads seem down, send more emails, and buy more ads; if leads are up, assume everything is just fine.

The Solution: Standardize and Monitor Your Reporting KPIs

When marketing is executed proactively, campaign results become predictable, and any deviation from the standard becomes evidence of success for failure.

If your marketing has unpredictable success, then you probably aren’t using the right metrics to standardize and optimize your campaigns.

I recommend explicitly identifying funnel stages and benchmarking your current conversion rates. With these metrics, you will be able to clearly define where your process gap is. Additionally, you can predict the audience size needed to hit your target revenue or predict how much revenue you could generate from your current audience

This type of reporting is commonly referred to as a lead waterfall and generally requires some effort to develop. If you’re looking to jumpstart this at your company, we have, of course, built an easy to use lead waterfall template in Excel that you can download and use!

Download the Lead Waterfall Template HERE

If you’re looking for more quick fixes to big problems like these, check out other articles like this.


Overstretched Resources: https://www.tacticalma.com/lack-of-processes/

Weak Personas: https://www.tacticalma.com/poorly-defined-personas/

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I’m Stuart Nessel, VP of Business Development at Tactical (let’s connect on Linkedin!). In 2019 I was offered the opportunity to become the head of our sales organization. From this top-level view, I’ve had exposure to one of the most crucial benefits of a well-run team: collaboration between sales and marketing. It’s opened my eyes. With these departments working in tandem instead of isolated silos, they could suddenly accomplish new and great things. For many years I was just a soldier on the sales team. I would execute personal processes to find and close deals, never thinking about the broader ecosystem of sales and marketing, or how it worked; I just followed the program. And while there’s something to be said for the consistency of hitting quota, quarter after quarter, I never saw the big picture and how it could elevate my performance. I just hit my numbers, and life was good.

But it wasn’t great.

One of the most crucial benefits of a well-run team: collaboration between sales and marketing

My perspective has since changed. Now, I’m responsible for building and leading an entire sales organization. Quota is not a personal objective anymore. It’s a company one. This shift was both exciting and scary; I knew I needed a bigger, better plan to take us to the next level, but I couldn’t see all of the pieces myself. The good news is that I found out I’m not alone. I have an entire marketing team at my disposal. And collaborating with them in 2019 taught me an essential attribute:


With my sales expertise and their marketing plan aligned, we have a world of possibilities at our fingertips. I’m not just calling prospects; I’m targeting the right people with the right message at the right time. When our messaging aligns, we create synergistic, targeted content. Our customers hear consistent messaging from their first contact with us until I close their deals, and beyond. This alignment supports customer retention, higher sales win rates, and faster revenue growth.

There are Three Areas Where Sales and Marketing Alignment Are Critical to Success


If you have a great marketing team and a great sales team, you need to ensure they’re talking to each other. Weak organizations often don’t understand how different marketing and sales can be, so they don’t conceptualize how much reliance there is on their separate specialties.


Regular meetings, weekly or daily, improve communication, and promote creative solutions. I quickly learned that by communicating to the marketing team what our customers are responding to, they’re able to tailor their messaging for greater success. I share the pain-points I hear about from prospects and clients, and our marketers keep our strategy relevant. But I also want our clients to feel heard. I want them to feel like I have every solution in my back pocket. To do that, I need something to back up what I’m promising. By listening to the insights our marketing team pulls from data analysis and marketing automation tools, I better understand our customers before even getting them on the phone. Through thoughtful and timely marketing, we provide a tangible display of our abilities.


Success in one department breeds success in the other.


Sales and Marketing need to know about each other’s initiatives, from start to finish. That way, goals are aligned, and they work towards a shared purpose rather than being at odds.


The number one rule of goal-setting is to make sure they are:
  • Attainable 
  • Trackable
  • Measurable
And you need to ensure that the goals set for Sales and Marketing feed into one another.
Personally, I can count on about two conversions for every seven solid leads. But before I ever see them, those leads are fostered by the content our marketing team produces and publishes. To separate the wheat from the chaff, I need to see who is engaging, interested, and ready for our message. I supply our internal marketers with feedback on what’s working: what I’m able to leverage into the greatest success. By sharing that information and setting goals that align Sales and Marketing together, we build the foundation for successful campaigns.

If our sales goal for the quarter is to double the budget of our current deals, then our marketing should focus on our broad range of services and the channels where we already connect with clients. An example from our organization:

Many of our current clients are loyal to our email marketing services but are unaware that we are a full-service agency providing much more.

  • Consulting
  • Reporting
  • Analytics and Attribution
  • Content Development
  • Graphic Design
  • Process Development and Optimization
  • Market Research
  • Branding
So our marketing team needs to focus on creating a customer journey that explores these various services so that the sales team has an opening to expand deals.
On the other hand, if our sales goal is to sign $100,000 in new business each month, our marketers will focus on capturing new interest. They may choose to promote online video content, or engage with our existing leads through an interactive email campaign, or reach out to another company for a collaboration.
What if our sales goal is to sign five new deals in a specific sector? Then, our team focuses on promoting to marketers in that field and the services that interest them most.


Marketing can now put the plan into action with confidence that their efforts will be beneficial to sales metrics. The sales team knows that the marketing team has their back with new incoming leads.


When both departments launch initiatives, they need to be timed and aligned just right for optimizing incoming leads. When a lead graduates to MQL status (marketing-qualified lead), quick attention is required from the sales team for a high conversion rate. When MQLs are touched-on right away, the opportunity to set meetings and turn them into customers increases exponentially.
Remember to track your ROI and go over it as a group. Analyze the information you monitor and improve your strategies.

When MQLs are touched-on right away, the opportunity to set meetings and turn them into customers increases exponentially.

 Alignment at each step of marketing and sales initiatives allows the conversation to flow seamlessly from the hands of marketers into the care of sales experts. If you are a sales leader, I urge you: teach your marketing and sales teams to work together. This way, you will deliver a cohesive message to prospects and clients alike, build confidence in your people, and help you to achieve your sales goals.

If you are a sales leader, I urge you: teach your marketing and sales teams to work together.

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“We just aren’t seeing results from our marketing.”

An overwhelming majority of our new clients open our very first conversation with this as the force that urged them to reach out.

Companies often ask us to evaluate underperforming marketing campaigns. It’s one of the free services we offer, and we’re usually able to deduce the problem within that first consultation. We audit their marketing strategy and never hold back solutions to their marketing limitations.

We recognize that marketing is a science, first and foremost; a blend of behavioral sciences that seeks to understand people individually and in groups. As engineers must understand physics, so marketers must understand psychology. It studies norms, deviations, probabilities. Anyone who has studied psychology beyond a few Buzzfeed articles will quickly learn:

Psychology is a data science.

Great marketers understand this, but putting into practice is difficult. Making the academic science actionable in your marketing is a developed skillset.

In our assessments, we are evaluating several essential criteria. Most assessments follow a typical evaluation format and include questions like these:

  • Who is your target audience?
  • What is your objective?
  • How is your target audience engaging?

The answers to these questions reveal breaks in clarity and specificity, and it becomes straightforward to diagnose where we’ll find gaps in the marketing process.

Let’s break down some standard answers, the problems they indicate, and how to fix them.

Who Is Your Target Audience?

Common Answer: “We are targeting businesses of X size.”

What It Indicates: With this kind of generic approach, the messaging in any individual piece of marketing targets a business, not a person; a person with needs, doing research who is going to come across their content.

How To Fix It: Develop buyer personas to identify the people who need the solution you’re offering. Tailor your marketing approach to their customer’s needs, not the company they work for.

Need help identifying your target audience?
Download Your Free Tactical Guide to Buyer Personas

What Is Your Objective?

Common Answer: “To generate more revenue in 2020.”

What It Indicates: The objective is too vague. An indirect outcome (like “generate revenue”) is too far removed from an actual marketing plan. This ambiguity in process creates an obstacle to developing real solutions.

How To Fix It: Define the process by which a person would get from the asset (marketing) to the end goal (a purchase) and create individual conversion goals to track at each stage so they can be continuously measured and improved.

How Is Your Target Audience Engaging?

Common Answer: “We are seeing poor opens and click-throughs.”

What It Indicates: The first indicator here is what they see as the most important activity of their marketing strategy (in this case: email). It also indicates the true metric by which they measure marketing success (in this case: click-throughs and page views).

How To Fix It: Think of all metrics as part of a whole. Each individual metric has a story to tell. In this example, low open rates indicate the email subject lines aren’t clicking with the target audience. Poor click-through rates indicate that those who do open the email don’t find the content relevant and/or are missing a clear call-to-action.

Learn More About Target Audiences Here

Obviously, these are just a handful of common examples. The advantage we have, as a full-service marketing agency, is exposure to massive data sets, including thousands of collective marketing scenarios. We will look at as many Google Analytics reports in a given week as most marketers will in their career, and we build as many emails in a month as a typical marketer will in their life.

When you have that kind of exposure to information, patterns emerge that will elude those who are focused on one brand at a time.

So if your marketing could use a fresh pair of eyes, a quick diagnosis, a new perspective – set up a free consultation. We give you the first hour of pure consultation (no sales pitch). For us, this approach results in a large conversion to paid engagements – not because we asked you for the business but because you find value.
Perfect symbiosis.

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Data Visualization is the creative side of reporting. It’s the pretty charts and graphs that your colleagues “ooo” and “aww” over in team meetings. When done right, you can set the standard by which others are measured. However, many marketers are not also data analysts and therefore struggle to develop effective data visualizations for their reports.  Consider this example: Mary wanted to show the revenue generated from her marketing campaigns with an emphasis on which campaigns had contributed most significantly to accomplishing their companies quarterly revenue goals. She had tracked and measured the data, but the monochromatic bar chart she used just didn’t seem to tell the story. After a brief consultation, she realized that since her goal was “to compare the success of campaigns” a visualization highlighting comparison was more appropriate, in this case, a pie chart.  While either would work, the pie chart is more effective and helping others understand the data by representing the relative contribution visually.

So, What Graph Should I Use?

There are many, many ways to visualize data. The best tool for your purposes depends largely on your audience and the meeting context. Many marketers have had their data challenged due to a lack of granularity, and many have had ignored it for being too specific or jargony. The most important thing is that your data visualization be effective! Here are some basic considerations* for determining the type of chart you should use:

  • Line Graph
    • Line graphs are used to track changes over short and long periods of time. When smaller changes exist, line graphs are better to use than bar graphs. Line graphs can also be used to compare changes over the same period of time for more than one group.
  • Pie Chart
    • Pie charts are best to use when you are trying to compare parts of a whole. They do not show changes over time.
  • Bar Graph
    • Bar graphs are used to compare things between different groups or to track changes over time. However, when trying to measure change over time, bar graphs are best when the changes are larger.
  • Area Graph
    • Area graphs are very similar to line graphs. They can be used to track changes over time for one or more groups. Area graphs are good to use when you are tracking the changes in two or more related groups that make up one whole category (for example public and private groups.)
  • X-Y Plot
    • X-Y plots are used to determine relationships between the two different things. The x-axis is used to measure one event (or variable) and the y-axis is used to measure the other. If both variables increase at the same time, they have a positive relationship. If one variable decreases while the other increases, they have a negative relationship. Sometimes the variables don’t follow any pattern and have no relationship.


Visualization in Data Analysis is an entire field of its own. This specific post is not meant to be exhaustive (that is to come), but, as always, feel free to contact us for a free consultation!

*Source: https://nces.ed.gov/nceskids/help/user_guide/graph/help_menus.asp

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