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Katie McNally

Integrated Digital Campaign Success Metrics Are Evolving

by Katie McNally November 17, 2010

With the increase of QR codes, SMS and other interactive calls-to-action we’re seeing increased expectations put on traditional media to perform to digital media standards. Not only are traditional budgets shifting more to digital, but those remaining dollars are starting to be measured in digital terms. Moreover, within the digital space itself, we’re seeing an [...]

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Cause Marketing via Social Media

by Katie McNally October 20, 2010

While I have to admit that the combination of pink with some of the football teams’ color schemes this month makes me rather uncomfortable from a fashion perspective, I’m quickly able to put that aside and realize how inspiring it is to see the breadth of support for the cause taking place. Since October is [...]

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The Difference Between Data and Information

by Katie McNally September 20, 2010

I often find the words “data” and “information” get used interchangeably, when to me, they mean very different things. Data is just numbers. With all of the technology, targeting and tracking capabilities around today, there is a wealth of data available.  However, data alone doesn’t drive strategy. What drives strategy is the information ascertained from [...]

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Teaming with Business Partners to Connect with Customers Online

by Katie McNally May 14, 2010

A co-branded social community can aid in collaboration between business partners and ultimately increase sales efficiency for businesses. Social media tools offer a unique opportunity for brands and business partners to effectively connect with each other and connect with end customers.  A key challenge for brands that fulfill through a reseller is effectively equipping their [...]

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Google: Validating What We Already Know

by Katie McNally April 9, 2010

Google is rolling out new reporting that validates an important point: that brand searches assist in non brand keyword conversions and vice versa.  Google is doing this in the form of keyword assist reporting.  Right now it is only for campaigns that have been “white-listed” or by special request, but will soon roll out across [...]

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To Compete or not to Compete – How Best to Leverage Competitive Business Intelligence?

by Katie McNally March 5, 2010

For as long as I have been doing online marketing consulting a key consideration in driving business strategy has been related to what competitors are doing. Generally there is some really valuable information that can be ascertained from assessing competitors interactive marketing strategies and there are also some common pit falls. The most common pit [...]

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