Our Take

Nobody likes to hear people squawk about

marketing. So, we wrote it all down for you.

Business Strategy

Words by Chelsea N. Cummins

The final Universal Analytics sunset: 3 data transition tips

All your historical data in Universal Analytics is going away in July 2024. These three tips will help you manage the transition and keep the data you need for future reporting.

Business Strategy

Words by Cindy McDonald, Kathy King

Direct Mail: Saving money with USPS promotions

Want to save money on postage and enhance your customers’ mailing experience? Here’s an overview of the six USPS promotions for 2024 with reasons why the more mail you send, the more money you can save on direct mail campaigns.

Advertising, Business Strategy

Words by Josh Gumulak

The 4 essential ways you should leverage your account executive for success

Gone are the Mad Men days of massive budgets with limited accountability. Clients expect a measurable return on their marketing investment. See how a thoughtful and calculated approach to account strategy can influence strategic media planning and set your agency media team up for success.

Business Strategy, Lead Generation

Words by Aaron Smith

Unraveling the marketing machine: Scaling marketing operations

Learn the art of scaling marketing operations to amplify reach and revenue without a budget hike. Optimize your marketing machine for efficiency and impact with strategic components and integrated tech. Explore the key steps to adapt, refine, and drive sustained growth.

Business Strategy

Words by Cindy McDonald, Kathy King

Direct mail: Perception versus reality

Direct mail is a great tool when used in conjunction with other marketing campaigns. It can be used to deliver a message, develop a brand, generate short-term return, or gather important customer and prospect information.

Business Strategy

Words by Chelsea N. Cummins

4 options for your Universal Analytics historical data

One final step remains before the migration to GA4 is complete: handling your Universal Analytics historical data. Knowing it’s leaving at the end of 2023, you need to decide what you need to keep and how you’re going to store it before it’s gone.

Audience Engagement, Business Strategy

Words by Aaron Smith

Customer journey mapping: Unlock business opportunities by understanding customer behavior

Uncover the power of customer journey mapping and understand how it shapes successful strategies. Explore the significance of customer interviews, data automation, and tailoring maps for different segments. Discover the benefits of mapping different stages and personas, fostering loyalty, and gaining a competitive advantage. Get practical tips and a template

Audience Engagement, Business Strategy

Words by Dave Gardner

Find your customers online, digitally

Regain power from digital vendors, their fancy words, and stock imagery with data. Data is the great equalizer if you know how to read the tea leaves. In this article, we’ll explore a few ways you can source and utilize some of the best data out there—your own.

Branding, Business Strategy

Words by Chelsea N. Cummins

Improve performance with data visualization

Data visualization is a key way to improve performance. But what does it actually entail? Keep reading to learn more about what it is and the benefits it can bring to your team (as well as some ideas for getting started).

Branding, Business Strategy

Words by Brady McFadden

6 Tips to get great work from your agency

Through firsthand experience, I know that an agency-client relationship can be woefully flawed or a whopping success. I have boiled down my experiences, victories, and failures into six tips that can help steer your partnership from good to great, so you can maximize what you get from your agency partners.  

Branding, Business Strategy

Words by Brady McFadden

3 Proven tips for marketers to foster a growth mindset

Marketing is complex, and it takes serious dedication to be a savvy marketer. Think about anyone you admire in the field. It can be a peer, boss, or industry expert. They all carry the same common trait at the heart of their approach, a growth mindset.

Branding, Business Strategy

Words by Amy Klein

3 Social media updates to shake up your strategy

Just when you thought you figured out the algorithm on social media platforms like LinkedIn, Instagram, or Twitter, they turn around and make another update. And if you don’t keep up, your posts have less chance to be seen—and engaged with. Here, we share some of the latest changes and

Branding, Business Strategy, Research

Words by Steve Czajkowski

How to know your customer’s top priorities before they buy

Analyzing the importance of scores relative to one another allows me to prioritize and understand the strength of each priority relative to each other.

Branding, Business Strategy

Words by Chelsea N. Cummins

What’s going on with GA4 data retention?

The migration to GA4 poses a question for all marketers: what do we do with our data? Updated data retention policies mean you can’t keep it forever. So, what options do you have left? Fortunately, we have answers.

Branding, Business Strategy

Words by Chelsea N. Cummins

Making the transition to GA4

It’s time to make the transition to GA4, but where should you start? This guide will review the upcoming changes and the steps you need to take as you migrate to your new Google Analytics property.

Audience Engagement, Business Strategy, Research

Words by Brady McFadden

4 Tips for B2B companies

All successful companies are customer-obsessed. They know their customers and work hard to serve the needs they have today and those of tomorrow. The best companies have the humility to know that customers choose what products they buy or how to spend their time. They also know that customer loyalty

Audience Engagement, Business Strategy

Words by Aaron Smith

Email technical requirements

We’ve reviewed best practices for approaching your audience and creative specific to email marketing (if you haven’t read them yet, I would 11/10 recommend). However, email marketing is only as successful as its foundation—the technical requirements behind the campaign.

Business Strategy

Words by Aaron Smith

Benefits of data and reporting in modern-day marketing

Data-driven decision-making is key when it comes to marketing. Good data leads to good questions, which ultimately leads to good solutions. Learn more on our blog!

Business Strategy

Words by Jeff Schaefer

From cautious to aggressive: Post-pandemic marketing strategy

Staying in your comfort zone isn’t always best for your marketing strategy. Neither is jumping into a plan that’s overly ambitious. Sometimes planning your marketing strategy can be like selecting the right wave.

Business Strategy

Words by Jeff Schaefer

Building client partnerships through trust, not transactions

Enduring client-agency relationships have become fewer and farther between. Learn why your relationship with your agency should feel more like a connection, and less like a transaction.

Audience Engagement, Business Strategy

Words by Amy Klein

Should you be using social media scraping?

Part two of FARM’s Buzzword Breakdown series. We examine social media data scraping, its pros and cons, and if you should incorporate it into your marketing strategy.

Business Strategy, Research

Words by Jeff Schaefer

Forecast consumer behavior in 2021 using past data

Like many, you may be wondering if your data from 2020 has any value. Learn more about how you can use data to predict shifting consumer behavior in 2021.

Audience Engagement, Business Strategy

Words by Jillian Cascarino

How to meet your customers’ holiday shopping needs in 2020

Holiday shopping trends look a bit different in 2020. See how our client provided the convenient shopping experience their customers needed this year.

Audience Engagement, Business Strategy

Words by Jeff Schaefer

How retailers can respond to shifting holiday shopping behavior

Check out best practices for the shift in shopping behavior from in-store to e-commerce purchasing.

Audience Engagement, Business Strategy

Words by Jillian Cascarino

How the alcohol industry can take the on-premise experience online

Learn more about why alcohol brands should take the on-premise experience online to maintain customer engagement during the pandemic.

Advertising, Audience Engagement, Business Strategy

Words by Jillian Cascarino

Gen X: The overlooked audience

Financial services institutions still need to be marketing to Gen X. Learn more about the opportunities of this overlooked audience and how to reach them.

Business Strategy

Words by Kaity Kulezsa

How to succeed at your next virtual event

Marketers are challenged to generate leads from fully virtual events. Learn how to create a comparable experience and engage your prospects in a new way.

Audience Engagement, Business Strategy

Words by Amanda Lechowicz

Millennials are older than you think

Millennials are changing and your marketing strategy for them should be too. Learn how to evolve your financial services marketing so it still resonates.

Business Strategy

Words by Ashley Lewis

Strengthening strategic partnerships to help our clients thrive

Understand the value of strategic partnerships during the pandemic.

Business Strategy

Words by Matt Cascarino

Embracing your can’t do attitude

Learn how the fear of failure can fuel your next idea.

Business Strategy

Words by Jeff Schaefer

Repair and rebuild: Turning past experience into future opportunity

How past experience can help you turn your goals into a future opportunity.

Audience Engagement, Business Strategy, Research

Words by Kaity Kulezsa

Why buyer personas are a critical first step for your marketing strategy

Understand how buyer personas can help your business succeed.

Audience Engagement, Business Strategy

Words by Jeff Schaefer

Using omnichannel marketing to fuel engagement

If you’ve ever received an email opening with “Dear [first name]” that got your name wrong, or even worse, didn’t include your name at all, then you know how frustrating it is.