Marketing digital et CRO
Structuring a Marketing Team, Done Properly
The roles and responsibilities needed to run marketing for a business of a given size. Key takeaways Generalists and specialists: early teams need generalists,...
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Les notes de travail d'un studio qui retouche des images, monte des vidéos, mixe de l'audio, crée des sites web, réalise des rendus 3D et débat des résultats de recherche. Chaque article est signé par une personne nommée et cite l'organisme qui a publié les chiffres qu'il contient.
5 872 articles dans 14 disciplines
Marketing digital et CRO
How to Get Agency or In-House Right
Deciding which marketing work to run internally and which to outsource. Key takeaways Knowledge retention: in-house work builds institutional knowledge Speciali...
Marketing digital et CRO
Briefing an Agency: The Decisions That Matter
The information an external marketing partner needs to do good work. Key takeaways Context: business goals matter more than campaign tactics Constraints: legal,...
Marketing digital et CRO
Allocating Marketing Budget, Done Properly
Deciding how to divide marketing spend across channels, campaigns and time. Key takeaways Channel saturation: additional spend has diminishing returns Testing b...
Marketing digital et CRO
Marketing Calendars, Done Properly
The shared schedule of campaigns, launches and content across a marketing team. Key takeaways Dependencies: campaigns depend on product, content and design Freq...
Marketing digital et CRO
How to Get Campaign Retrospectives Right
Structured reviews after campaigns finish, covering what happened and what to change. Key takeaways Timing: reviews work best soon after completion Data: result...
Marketing digital et CRO
Marketing Dashboards: What Actually Works
The recurring reports and dashboards that show how marketing is performing. Key takeaways Audience: executives and practitioners need different views Definition...
Marketing digital et CRO
A Practical Guide to Reporting Marketing to Boards
Presenting marketing performance to boards and senior leadership. Key takeaways Business framing: boards care about revenue, pipeline and efficiency Consistency...
Marketing digital et CRO
How to Get Marketing Data Governance Right
Rules about what customer data marketing collects, where it lives and who can use it. Key takeaways Inventory: you cannot govern data you have not mapped Lawful...
Marketing digital et CRO
Auditing the Marketing Stack, Done Properly
Reviewing the tools marketing uses, what they cost and whether they are still needed. Key takeaways Overlap: several tools often do the same job Ownership: tool...
Marketing digital et CRO
Marketing Compliance Training: What Actually Works
Training marketing staff on the advertising, privacy and industry rules that apply to their work. Key takeaways Advertising rules: claims, endorsements and disc...
Marketing digital et CRO
How to Get Pausing Campaigns in a Crisis Right
Stopping or adapting advertising during incidents, disasters or reputational events. Key takeaways Scheduled activity: continues unless manually stopped Channel...
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