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....
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...
