Multi-touch attribution is critical for marketers who want to truly understand ROI of their various channels. While the term “MTA” is en vogue right now, this has been a problem for marketers for a long time. In the 1960s, television advertising might be driving some proportion of sales at retail, but no one knew how much. To solve this problem, statisticians used the tools of econometrics to build regressions…
Over decades of evolution, companies have developed multiple sales and marketing channels and have placed high importance on measuring each channel’s ROI. But, ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle.
Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:
The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics / data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful for executives in other areas (biotech, manufacturing, operations, etc.), all […]
In the past, my team and our clients have spent a lot of time, energy, and budget at the top of the funnel. Whether it be creating valuable content, writing clever emails, delivering webinars, or attending large tradeshows/events – we all have our “fingers crossed” that we can generate demand and handoff MQLs to our […]
As nearly every company aspires to have recurring revenue business model, investors and analysts are increasingly focused on two “magic number” metrics: ARR/CAC and NRR. More importantly, every Sales & Marketing executive and employee should be fully aware of these numbers. Customer Acquisition Payback (ARR/CAC): Customer acquisition effectiveness is increasingly being measured by expected Annual […]
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, (attributed) More than 100 years later, marketing executives still feel John Wanamaker’s pain. CMOs are under intense pressure to deliver measurable returns on marketing investments. However, delivering consistent, reliable performance metrics remains a challenge for […]
In our last post, we reviewed the first half of our 6 step plan to better reporting by developing a measurement framework. As promised, we’ve put together a comprehensive reporting guide at the end of the post with examples to help you implement this in your organization! To recap, here’s our list of 6 steps: […]
Do you find yourself with an endless supply of reports but unable to get answers to your most critical business questions? Don’t worry – you’re not alone. Many companies are faced with the same exact issues that you are. It’s very likely these companies have one or more of the following foundational problems: They don’t […]
Marketing spend is on the upswing as the economic outlook and other key metrics trend up. One interesting statistic in the latest CMO survey, which indicates that marketers expect to spend more on marketing analytics. Current analytic spend is 7.1% of total marketing budgets and is projected to be above 12% over the next three […]
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