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Act-On Tracking Beacon: Technical Audit

What exactly is the Act-On Beacon? What does it do? The Act-On Beacon is the primary retargeting mechanic of Act-On. It is a relatively simple JavaScript tracker that places a cookie into the visitor's browser cache and records when that cookie is recorded on the tracked page. This data is sent to Act-On's Fact Database Continue reading »

The Art of Process Analysis: Seeing is Not Believing

“This is amazing. It’s so obvious now that you’ve pointed it out. We’ve been struggling with this for months, and now it just makes sense.” These words are incredibly validating and also commonplace in our customer conversations. This year alone, Tactical MA has provided nearly 600 hours of process development consultation to our customers. At Continue reading »

Driving Traffic by Targeting Personas

When we talk about driving website traffic, we mean attracting relevant visitors to our site, with the aim of capturing their information. Ideally, the goal is to convert the visitor to a known lead before they leave. Generally, increased traffic is achieved through a combination of advertising and content creation. By applying personas -fictional people, Continue reading »

What Is the Marketing Process?

  A marketing process is an essential tool for marketers in any sector. You’ll see many terms on the internet, identifying and examining parts of the marketing process. Funnel, cycle, journey. What do these words mean?  Even once refined, the definitive marketing process is somewhat extensive, so the impulse to simplify it is understandable. Before Continue reading »

Optimizing Lead Nurture: The Marriage of Automation, Segmentation, and Personalization

Most marketers agree that segmenting audiences is an intuitive practice that yields undeniable results. Commonly this is seen in advertising campaigns where audiences are selected by demographic factors like location, age range, or gender. As with most common practices in marketing, the difference between the good and the great is how well they understand and

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