Cardinal Path

How to Adapt Your SEM Spend to Maximize Return on Advertising Spend

Paid Search is a great advertising channel to promote products and services. But there are some limitations when it comes to scalability.   Let’s review an example based on one e-commerce campaign. Assuming this campaign works extremely well and generates decent revenue volume with great Return on Advertising Spend (ROAS,) it makes sense to keep … Read Full Post

How GDPR Threatens to Upend your Marketing if You’re Caught Unprepared

The digital era has finally converged with the steady rise of consumer influence to create a new paradigm of personal data–one where consumers make the rules. The result is a rapid rise in legislation and regulations around personal data and security, the latest and most expansive of which is the EU’s General Data Protection Regulation … Read Full Post

Google Surveys 360 – Webinar Q&A

In our latest webinar with Google, we were joined by Surveys 360 product lead Michael Cumberbatch to share some of the powerful ways that organizations are prioritizing Voice of Customer and tapping into Google’s powerful enterprise survey tool. Judging by the great questions posed, marketers are recognizing the advantages of bolstering their data and analytics … Read Full Post

Marketer’s Guide to Machine Learning & AI – Webinar Recap & Q&A

In our latest webinar, I was joined by Jim Sterne of eMetrics Summit and the Digital Analytics Association to cover a topic that’s gaining more and more traction in marketing and analytics. Artificial intelligence and machine learning are already impacting consumers and marketers, possibly more than you know. This session was aimed at providing context … Read Full Post

Cardinal Path POV: Google Analytics 360 + Salesforce

This week, Google & Salesforce announced turnkey integrations between Google Analytics 360 and Salesforce Sales Cloud and Salesforce Marketing Cloud, along with integrations with G Suite and the Google Cloud Platform (GCP). The collaboration includes four new integrations: Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization … Read Full Post

Benchmark Your Marketing Analytics Maturity

See how your marketing analytics performs against thousands of organizations. (Approx. 5 minutes).