Marketing Analytics Family Tree

To explain what marketing analytics is we’ve created a “family tree” that breaks the field down from high-level to more detailed. Download the high-resolution, printable version of the Marketing Analytics Family Tree.

What About Small Data? Part 2

Getting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The curve starts out flat, as dollars are invested to get breakthrough with a group of consumers Then, the curve […]

10 Step Checklist for Creating Actionable Segmentations and Personas

For all of the talk around one-to-one marketing, human beings still need frameworks to understand their world, and marketers are no exception. The word “segmentation” might be ubiquitous among marketers, but it’s difficult to find two people who can agree on what segmentation really means and how they become actionable segmentations. That being said, sales […]

What About Small Data? Part 1

Big data remains all the rage. After exploding onto the scene in roughly 2012, with the popularization of the Hadoop framework, the big data lens still dominates the “LinkedIn press.” This myopia is certainly not without its merits; machine-generated data contain vast amounts of signals just waiting to be extracted and put to use. Indeed, […]

Coming Full Circle: Bringing Art Back to Marketing Science

Yesterday was my first day (back) on the job at MarketBridge leading marketing analytics. I’ve been gone for nine years, and it is truly great to be back at this special organization. This return to my roots, with person after person telling me “welcome home,” brought on a wave of nostalgia, and caused me to […]

Why MarketBridge Hired a Chief Analytics Officer

Ok, forget the lofty title. The last thing most companies need is another new C-level position. Nevertheless, every company from a Fortune 500 titan to a 20-person law firm needs the equivalent of CAO. Why? And what is the role of a Chief Analytics Officer? Here is the unspoken fact: the data analytics “knowledge gap” […]

5 CEO Principles for Developing an Applied Analytics Strategy

Image: Hunter Haley As both topics of AI and Facebook data usage gain greater attention from the media, customers, investors, and regulators, it’s time for CEOs to get deeply engaged in an Applied Analytics Strategy. So what is an Applied Analytics Strategy? Applied analytics is about the strategic use of data for decisions within a […]

So, You Think You Need a New Lead Scoring Model?

Often characterized by its blend of big data with predictive analytics, lead scoring has quickly emerged as a prevalent solution aimed to support demand generation and sales by identifying the right prospects to prioritize outreach. Over the past few years, investment in lead scoring solutions have increased exponentially as many companies have shifted resources to […]

Dear Customer, I Know EXACTLY What You Want (Part 5)

It’s one thing to understand who to target. It’s another to know what to offer them. Putting relevant offers in front of your prospects and customers is one of the holy grails of effective marketing. Done correctly, marketers can expect to see a sizable increase in campaign conversion rates, not to mention an increase in […]

3 Essential Things You Need to Know About B2B Predictive Lead Scoring (Part 3)

Over the last few years there has been a significant rise in the number of B2B sales and marketing organizations moving from traditional MAP and point-based lead scoring to predictive lead scoring. Many of these early adopters are now two or more years into using predictive lead scoring, and a number of common challenges and […]