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Evolving Past ROAS as the Primary Marketing KPI

Evolving Past ROAS as the Primary Marketing KPI

by Stephanie Smith | Apr 18, 2024 | Data Analytics

Stephanie Smith, CEO and Digital Matriarch, Cogwheel Marketing & Analytics, HSMAI Marketing Advisory Board Member Traditionally, Return On Ad Spend (ROAS) has dominated as the primary metric for evaluating the success of marketing initiatives. As we evolve past...
How Companies Can Use Big Data to Make Better Action Plans for Their Digital Marketing

How Companies Can Use Big Data to Make Better Action Plans for Their Digital Marketing

by Stephanie Smith | Oct 23, 2023 | Data Analytics, Strategy

In today’s digital age, businesses inside and outside the hospitality industry are generating more data than ever before. This data is a valuable asset, and should be used to gain insights into customer behavior and make better decisions about marketing...
Hotel Marketing KPIs Must Change to Achieve Commercial Strategy

Hotel Marketing KPIs Must Change to Achieve Commercial Strategy

by Stephanie Smith | Aug 28, 2023 | Data Analytics, Paid Marketing, Strategy

If you are measuring your marketing success today the same way you did last year, you are not providing the value that your external stakeholders and ownership expect and that your internal business partners, like sales and revenue strategy, deserve.  It is not enough...
Hotel Digital Marketing: Is Data Helping You Ask the Right Questions?

Hotel Digital Marketing: Is Data Helping You Ask the Right Questions?

by Stephanie Smith | Jun 22, 2023 | Data Analytics

In June 2023, Stephanie Smith, Founder & Digital Matriarch at Cogwheel Marketing, the company behind Cogwheel Analytics spoke with Trevor Grant of Revenue Hub. They discuss the impact to hotels of combining multiple digital marketing datasets....

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