Highlighted Summary: Situation Simpro, a growing job management software company, faced challenges with marketing attribution and budget allocation. Traditional linear attribution models limited their ability to track marketing’s true impact, as these models required direct, traceable links between marketing efforts and closed deals. As Louisa Smythe, Director of Global Marketing Operations noted, “In a...
Highlighted Summary: Situation OpenText, a leader in enterprise information management, found itself facing challenges with budget allocation and campaign effectiveness across various marketing channels, some of which were managed by an external agency. The company’s complex data landscape made it difficult to implement traditional attribution models, as data sources were siloed and often incompatible....
You’ve probably seen this stat around the last few years: the average tenure of a CMO is 2 years; the shortest of the c-suite. I don’t know if this is true or how to validate it. But it’s probably directionally correct. B2B CMOs are under immense pressure to perform on many fronts. They must...
Is there a generative AI approach to marketing measurement? In the world of B2B marketing analytics, most companies are still using rules-based attribution models. These models use rules to determine the impact of each advertising channel on the overall success of a campaign by assigning credit to steps in an individual’s or company’s path...
While media mix models (MMMs) have been around for decades, they’re surprisingly not very prevalent in B2B marketing. And if you’re not familiar with what a media mix model is, don’t worry, we’ll get to the definition and how it can help B2B marketers. When I used MMM software previously, my company was one of...
5 Questions Your Marketing and Sales Funnel Insights Should Answer While most businesses can likely pull up the basics of their marketing funnel data—how many qualified leads and opportunities they create, how volume has changed over time, and even how to attribute those results to specific channels and campaigns—the majority can’t make clear decisions...
Key Results: With the transition from marketing arts to the science of marketing—many companies struggle to get insights early enough in the funnel to make critical changes down the line. And the ROI is hard to find if you have to build out a team of engineers and data scientists to analyze every inch...
Effectively running a business in the digital age is complicated, to say the least. With an endless amount of incredible challenges and opportunities, every company should prioritize keeping pace with changing technologies, consumer behaviors, and expanding their digital knowledge. Of course, any modern business strategy likely weaves together the traditional with ever-increasing digital platforms....
In our last blog, we discussed the basics of data mining and its importance to your business. With the science of data becoming a staple in our daily lives and business endeavors, many confusing terms can be thrown around without much explanation of their meaning. Although the term “machine learning” is often used when...
Predictive analytics is an incredible tool that can make a huge positive impact on your company. From optimizing marketing campaigns to reducing risks of investments, predictive analytics serves as an invaluable asset to every company that uses it. So far as business tools go, it is relatively new—after all, the technology that is used...
