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...
Data monetization is far from a new concept, however, you may be surprised to know that not every company is properly using their data to create the tactical strategies that can make any business run smoother. It’s important to look first at why data monetization is vital to any business, regardless of size.
Managing your employees is a job in and of itself. At first glance, it seems easy to put a price on each member of your workforce and what they contribute to your company. After all, shouldn’t it be equivalent to their salary? But the truth is that the true contribution of most employees isn’t...
