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” […]
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 […]
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 […]
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 […]
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 […]
Customer buying or “intent” signals have been around for a long time. With an abundance of online information available to potential buyers, it has become seemingly harder for sellers to know when a buyer is interested in their product – and often they find out too late. Fortunately potential buyers leave behind a number of […]
Predictive customer analytics are becoming a must-have for every enterprise sales and marketing organization. Using “big data” to target the right prospects, with the right message, at the right time and place is critical for success. But too often companies settle for a convenient “point solution,” such as lead scoring, that fails to extend predictive […]
Marketing Accountability continues to be a hot topic, particularly in B2B circles. Although Sales & Marketing professionals have talked about the importance of data and measurement for almost twenty years, we continue to see striking oversights in basic implementation, especially as it pertains to websites. In this infographic we highlight some basic website measurement fundamentals […]
In our previous post we discussed the evolution of traditional technology providers into solution companies and the further shift to cloud/SaaS models. This change has massively affected companies’ go-to-market and emphasized the need for continual customer engagement. Sales cycles are becoming 12-month loops versus 3-4 year renewals. The move to an always-on selling model creates […]
Welcome back to our third installment of 15 Recommendations to Improve Your Web Analytics. In the last two weeks, we laid out our first six recommendations, and this week we continue on with suggestions seven through nine. By now you should be ready to begin tagging. Here are customized tagging options and plug-ins. Web Tagging […]
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