In the late 1800s a U.S. pioneer of marketing, John Wanamaker, said: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” 100s of years later, many companies are still scratching their heads as to what the answer to this question might be. Even though there is a […]
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Attribution modeling, the process of identifying which marketing touch points contribute to a conversion, tells the story of how prospective buyers engage with you. It also reveals which marketing channels and activities result in the engagement you are trying to achieve. To evaluate the effectiveness of those channels and activities, you will need to develop a […]
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Let’s face it – there are many tools and best practices to tag your campaigns on your website. However, in a 2015 Forrester report, they point out that better tag management solutions (TMS) are a major trend this year as marketers get more into the weeds on complex, multi-channel campaigns. Tag management is a great […]
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Initial Steps Towards Data Quality Did you know 97% of U.S. Companies feel driven to turn data into insight? That means most of those companies look to data to understand their customer needs, find new clients, and increase value. However, 92% of companies think they have a data quality issue. Knowing that you have a […]
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What is Attribution Modeling? As you think about your marketing mix investments, you will realize that your B2B customers are going to interact with multiple channels prior to adding value to business. Someone may Google search on marketing analytics services and find Analytics Angels, then go to Facebook to further research Analytics Angels, then […]
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What Account-Based Marketing is and why it’s gaining momentum More than 90% of marketers believe Account-Based Marketing (ABM) is a B2B must have in 2015. It started out as something only bigger corporations did to identify and target customers for high potential accounts, but now it is gaining momentum. ABM is a strategic approach to […]
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