Friday Must-Read Features
Susan Esparza  /  
November 17, 2017

All across the web, articles, news and insights are shared daily. Very few of us have the time to read them all. So we’ve gathered a few must-read features for you from the Week of 11/13.  This week: Personae, Measurement for Performance, and the need for an educated team.

 

1. Sana Ansari at Search Engine Watch is delving into creating great personae and how to target them on GDN. So far, a two part series. Part two is where things really get cooking. I’ll keep watching this space to see if December brings us another installment in the series.
 

2. Gartner releaseed their CMO Spend Survey and this quote caught our eye. Via AdExchanger:

Last year, the amount of overall revenue allocated to marketing hit a peak at 12.1% – but that, according to the Gartner CMO Spend Survey, is down to 11.3% in 2017.

 

What should this tell you? Measuring your marketing is more critical than ever. Your budget depends on it. If you can’t prove performance, you’ll lose your ability to perform at all. Measurement is not a cost-sink. It’s a vital part of your overall marketing mix and you ignore it at your peril.

 

3. If you missed the webinar hosted by Google and Econsultancy on Weds, Google shares how to make everyone on your team a data-savvy marketer.  Does this relate strongly to the link directly above?  Yes.  

 

Wild Card: From outside the marketing space and back in the archives, Valeria Maltoni at Conversation Agent channels Margaret Heffernan to explain why Disagreement is Central to Progress.

 

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