Unsure about Marketing Attribution? Maybe Marketing Measurement is the solution
Attribution is key to tying revenue dollars to marketing activity, but is a full-blown, highly complex attribution model the only answer?
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Data and Analytics articles
Six things to do before using predictive analytics to drive ABM
Predictive analytics could be an invaluable identifier of in-market accounts, but not every company sees success immediately. See what steps you can take to…
The Quest for the Holy Grail of B2B Marketing Attribution
For centuries (well, years) B2B marketers have been seeking the elusive solution to attribution. Is their quest eternal?
Are you suffering from source code insanity?
Marketing source codes have been around for decades. But do they still have a future in data-intensive, highly-integrated marketing model?
Question: what is the difference between a lead score and a buyer segment?
Most scoring programs focus on identifying buyers at the Marketing Qualified Lead stage. But this approach risks neglecting valuable segments that could yield immediate pipeline.
Stop chasing rainbows and unicorns: take the time to get lead scoring right
There are no short cuts or quick fixes when it comes to lead scoring. Instead, you need to take time to implement the right…
Why telemarketing is key to getting a return on your predictive analytics investment
Do these 5 things to get the most from your Predictive Analytics investment.
Account Based Marketing: a data-driven perspective
ABM is big news. But to make a big success of it requires getting your first party data in order. Find out how.
A big data problem or a big problem with data? Part II: the solution
Find out how to overcome the 5 most common data problems outlined in the first part of this article.
A big data problem or a big problem with data? Part I: the issues
B2B data is rarely that “big”, but it is notoriously complex. Can you relate to these five common challenges we encounter?
Modeling your B2B sales funnel: a transactional approach
One of the most common requests we get is to help our clients visualize the current and historical status of their marketing and sales…
Modeling ensembles: making predictive analytics more accurate
There’s room to improve even the most advanced analytic models. Here’s one approach to getting more from your data.