Methodologies
The Importance of Analytics for Today’s Marketers
Today’s “measurement mandate” for marketing has brought analytics front and center. As that happens, it’s important to be clear on what analytics are all about. For example, they’re not just a way to gauge effectiveness of past events. Analytics technology today can do far more, accurately predicting future results, connecting online and offline touch points […]
How Predictive Analytics Shift Power Back to Brands
For many years, the marketers made adjustment after adjustment to account for how customers have been gaining greater power and control over the purchase process. Today’s buyers – both B2C and B2B – are armed with unprecedented amounts of information and enabled with new digital technologies. For marketers, this changed everything. Instead of calling the […]
Using Multi-Channel Attribution to Improve Marketing Effectiveness
Multi-channel marketing attribution – the science of assigning value to each marketing or brand touch point across all online and offline channels – is evolving quickly and becoming more effective all the time. But many companies – including some major brands – still use antiquated tools and ineffective methods. Slowly, advancements in attribution tools, technology […]
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