1. Marketers need answers to what is working, what isn't working, and why. However, most solutions only provide limited insights that marketers don't fully trust.
2. To gain a complete picture, marketers must evaluate the entire customer journey beyond just marketing touchpoints, using holistic and unified data from across the customer experience.
3. Marketers also need to measure success using broader financial metrics like revenue and profitability, not just initial conversions, and optimize for customer lifetime value over single transactions.
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
Acquire Grow & Retain customers - The business imperative for Big DataIBM Software India
The emergence of Big Data and Analytics has changed the way marketing decisions are made. Marketing has moved away from traditional ‘generalisation’ practices such as customer segmentation, geographical targeting etc. and is focussing more on the individual – the ‘Chief Executive Customer’.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
Best Metrics to Optimize B2B Demand GenAsad Haroon
B2B marketers who need to do more than simply create brand awareness through outbound marketing have adopted Account Based Marketing (ABM) in order to focus on key accounts. Successful ABM campaigns can produce highly qualified, valuable prospects.
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
Acquire Grow & Retain customers - The business imperative for Big DataIBM Software India
The emergence of Big Data and Analytics has changed the way marketing decisions are made. Marketing has moved away from traditional ‘generalisation’ practices such as customer segmentation, geographical targeting etc. and is focussing more on the individual – the ‘Chief Executive Customer’.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
Best Metrics to Optimize B2B Demand GenAsad Haroon
B2B marketers who need to do more than simply create brand awareness through outbound marketing have adopted Account Based Marketing (ABM) in order to focus on key accounts. Successful ABM campaigns can produce highly qualified, valuable prospects.
Its easy to assume that CRM is something that all businesses understand. Well they don't. If you are focusing on your business and are unsure about how CRM can help your enterprise grow, then this resource is perfect for you.
This is an e-book published by one of our vendors and shared here for your enjoyment
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
Best Metrics to Optimize B2B Demand GenFrankAliyar
B2B marketers who need to do more than simply create brand awareness through outbound marketing have adopted Account-Based Marketing (ABM) in order to focus on key accounts. Successful ABM campaigns can produce highly qualified, valuable prospects.
The 4 Machine Learning Models Imperative for Business TransformationRocketSource
Machine learning is hot right now and for good reason. We're going to break down what you need to know about what goes into a model and give you four machine learning models your business should have in production right now.
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter SellingLexisNexis
Top-performing sales organizations are meeting the challenges of identifying the most likely buyers of their products and services through the deployment of sales intelligence solutions that introduce a wide variety of data streams to their front-line staff. By empowering their sellers with better information about their prospect companies, markets and individuals, these firms are able to maximize their chances of hitting quota, and at the same time create efficiencies within the sales operation environment.
Presenting the second paper in the series 'Multi-channel Customer Management' that delves deep into the design, deployment, coordination, and evaluation of customer interaction channels enterprises can and should leverage.
Today there is a lot of buzz around customer experience. Many companies have realized that investments in customer experience improvement is important not just because it helps to boost the bottom lines of their businesses but because it takes at least 4 to 6 times more cost to acquire a new customer than to retain an existing customer.
Looking for new ways to win over those high-potential B2B prospects? Account-based marketing may be the answer. Learn how advances in marketing and advertising technology help you leverage account-based marketing to build affection, relevance and trust to engage your high-potential prospects.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Six steps to revenue boosting lead generation programsJaslynn joan
Here are six steps B2B marketers can take to enhance their lead generation programs.
Source<> http://blog.bizbilla.com/jaslynn-info/user/show/6977/six-steps-to-revenue-boosting-lead-generation-programs
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Its easy to assume that CRM is something that all businesses understand. Well they don't. If you are focusing on your business and are unsure about how CRM can help your enterprise grow, then this resource is perfect for you.
This is an e-book published by one of our vendors and shared here for your enjoyment
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
Best Metrics to Optimize B2B Demand GenFrankAliyar
B2B marketers who need to do more than simply create brand awareness through outbound marketing have adopted Account-Based Marketing (ABM) in order to focus on key accounts. Successful ABM campaigns can produce highly qualified, valuable prospects.
The 4 Machine Learning Models Imperative for Business TransformationRocketSource
Machine learning is hot right now and for good reason. We're going to break down what you need to know about what goes into a model and give you four machine learning models your business should have in production right now.
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter SellingLexisNexis
Top-performing sales organizations are meeting the challenges of identifying the most likely buyers of their products and services through the deployment of sales intelligence solutions that introduce a wide variety of data streams to their front-line staff. By empowering their sellers with better information about their prospect companies, markets and individuals, these firms are able to maximize their chances of hitting quota, and at the same time create efficiencies within the sales operation environment.
Presenting the second paper in the series 'Multi-channel Customer Management' that delves deep into the design, deployment, coordination, and evaluation of customer interaction channels enterprises can and should leverage.
Today there is a lot of buzz around customer experience. Many companies have realized that investments in customer experience improvement is important not just because it helps to boost the bottom lines of their businesses but because it takes at least 4 to 6 times more cost to acquire a new customer than to retain an existing customer.
Looking for new ways to win over those high-potential B2B prospects? Account-based marketing may be the answer. Learn how advances in marketing and advertising technology help you leverage account-based marketing to build affection, relevance and trust to engage your high-potential prospects.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Six steps to revenue boosting lead generation programsJaslynn joan
Here are six steps B2B marketers can take to enhance their lead generation programs.
Source<> http://blog.bizbilla.com/jaslynn-info/user/show/6977/six-steps-to-revenue-boosting-lead-generation-programs
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
The true value in your KPIs is understanding how they complete the bigger picture of the customer journeys that drive the most impact for your business.
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
The Mandate for Agile Measurement by BECKONAmanda Roberts
It’s no secret that the marketing landscape is changing faster than ever. Savvy marketers use this relentless pace to their advantage, testing, experimenting and optimizing their way to the top.
As data proliferates at a dizzying rate, marketing’s age-old questions haven’t changed. Agile marketing is, at heart, a way to answer and act on these fundamental questions at the speed and scale of modern marketing. And it mandates a new approach to measurement—one based on speed, iteration and business-building insights.
The Value of Data Governance & Performance MeasurementObservePoint
Driving growth requires collecting accurate, complete customer data and using that data to improve customer experiences and generate new revenue. So what do you do if your data is untrustworthy or incomplete?
In this tip sheet, The Value of Data Governance & Performance Measurement, you'll learn how you can leverage automated data governance and performance measurement to:
- Ensure data is standardized, unified, and validated—so that nothing slips through the cracks
- Test critical pathways to ensure quality experiences on your site
- Track end-to-end customer journeys for holistic insights
- Implement ongoing data validation and sophisticated attribution to drive growth
What are top industry experts saying about privacy regulations, the future of digital analytics, and improving data quality?
What are other leading analytics teams doing to foster success?
What strategies can you implement to improve your analytics implementations?
Answers to these questions help analysts and organizations improve their data quality to create better user experiences, expand their brand influence, and increase revenue.
The best part, you can find answers in this ebook from leaders like James McCormick from Forrester, Adam Greco and Michele Kiss from Analytics Demystified, Krista Seiden from Quantcast, and many others. You will also gain insights from other analytics teams who have shared their personal tips and tricks to hack the analytics problems analysts face daily. You’ll discover how to:
Implement strategies to put the customer first to create better user experiences.
How to improve your data intelligence maturity to increase ROI.
Getting executive buy-in to increase the importance of data quality within your organization.
And so much more.
5 Tips to Bulletproof Your Analytics ImplementationObservePoint
Your digital properties—websites, mobile apps and more—are central to your business. And your customers spend an incredible 5.6 hours per day with digital media. With all of that data to collect—and the technology to pull reports instantly—marketers like you are now able to understand their customers like never before.
But is your web analytics implementation bulletproof?
In this newly released eBook, you will learn in five simple steps how to:
Produce data that you can trust
Use free debugging tools to spot-check your implementations
Avoid common mistakes in analytics validation
7 Cases Where You Can't Afford to Skip Analytics TestingObservePoint
Data isn't inherently true—true data is true. So for your data strategy to work, you need to verify your analytics data is telling the truth.
In 7 Cases Where You Can’t Afford To Skip Analytics Testing, ObservePoint's VP Customer Success Patrick Hillery walks through how to avoid bad data quality at 7 critical breakage points. Hillery explains how to:
GDPR ASAP: A Seven-Step Guide to Prepare for the General Data Protection Regu...ObservePoint
This guide will educate you on what GDPR is, who it applies to and what you should do about it in seven steps. As you read through, make some notes about who you feel should be responsible for each step so you can get the ball rolling with each team member.
The GDPR Most Wanted: The Marketer and Analyst's Role in ComplianceObservePoint
This eBook outlines the role marketers and analysts play in helping their companies:
- Govern all existing web and app technologies
- Collect, store and analyze data properly
- Ensure ethical marketing and analytics practices
What's Wrong with Your SDR and How to Fix It (Pat Hillery)ObservePoint
This presentation goes over some basic steps to assembling a Solution Design Reference document. See Adam Greco's slides for the rest of the presentation.
What's Wrong with Your SDR and How to Fix It (Adam Greco)ObservePoint
This presentation goes over some basic steps to assembling a Solution Design Reference document. See Pat Hillery's slides for the rest of the presentation.
Observe point frequently asks questionsObservePoint
Audits are prescriptive, Simulations are protective. Audits can tell you about tagging issues that need to be fixed, and simulations can alert you when new tagging problems appear.
Our march madness bracket by audit scoreObservePoint
Congratulations to the Duke Blue Devils on their amazing season and the 2015 NCAA Men’s Basketball national championship. They proved on the court that they are indeed the number one team in the land. Getting into the big dance is no easy feat. Each of the schools in the 64 team field put countless hours in the gym, in the film room, and on the road. The results of their hard work, dedication, blood, sweat and tears were showcased over the past two weeks.
OberservePoint - The Digital Data Quality PlaybookObservePoint
There is a big difference between having data and having correct data. But collecting correct, compliant digital data is a journey, not a destination. Here are ten steps to get you to data quality nirvana.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Show drafts
volume_up
Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Ch03-Managing the Object-Oriented Information Systems Project a.pdf
4 ways to improve your customer performance measurement
1.
2. 2
2
Table of Contents
Introduction
1. Stop relying on basic single-touch attribution models alone
2. Evaluate the entire customer journey—not just marketing touchpoints
3. Go beyond optimizing to initial conversion
4. Ensure rich data dimensionality so you can diagnose what works and why
The key to trusted insights is trusted data
3
4
5
7
9
12
3. 3
INTRODUCTION
Marketers will tell you they need a lot of things in
order to do their jobs well, but the truth comes down
to three very “simple” things. The most fundamental
questions to which marketers need answers are:
1. What is working?
2. What isn’t working?
3. Why?
Obviously, there are many other important details
and nuances when seeking for the answers; but the
reality is that in today’s marketing landscape—where
decisions need to be made quickly and strategy
needs to be adaptable—it is essential that marketers
trust their data in order to have the confidence to
take actions that will drive their businesses forward.
This is why you’ll find dozens (if not hundreds) of
services and technologies aimed at “solving the data
problem.” Yet it’s difficult to find a solution on the
market today that actually answers the three afore-
mentioned questions across all investments an orga-
nization is making around their customer experiences.
There are 4 reasons why marketing insights of the
future are going to look drastically different than the
past; and if your team isn’t on board with them, you
will be left behind. And given the astronomical rate
at which data is being created every single day, if you
have to play catch up, your organization will be at a
measurable disadvantage.
Those three questions presented in the introduction
led marketers to the concept—and eventually the
technical capability—of attribution. It’s the process of
giving credit where credit is due, and is essential to
understanding which specific brand touchpoints (both
channel and content) are most effective in driving key
business metrics.
There are a lot of attribution models out there, from ba-
sic rules-based models to more complex machine-led
algorithms. All models give you a different view of “what
happened” and can assist in determining your organi-
zation’s performance, but they are not created equal.
4. 4
1. Stop relying on basic
single-touch attribution
models alone
Despite the access to more sophisticated models that
can remove guesswork, most marketers and analysts
still use basic single-touch models. According to recent
research released from Strala by ObservePoint, 72% of
marketers are still using last-touch attribution.
Unsurprisingly, the majority of those who report using
those particular models are unhappy with them. Not
because they’re using a “wrong” model, but because
they’re using a model that can only show them a sliver
of the complete picture.
While a single-touch model may be sufficient for cer-
tain tactics within a smaller or newer business, eventu-
ally growth must be matched by sophistication, espe-
cially in measurement and reporting. For an enterprise
business, this means still using single-touch models
where appropriate, but also adding in heuristic and
machine-driven multi-touch models to the measure-
ment and reporting mix. The world’s largest and most
successful companies are already doing this. Others
who wish to compete must begin doing the same.
Let’s take a look at that next.
A word of caution: even the most sophisticated
model is only as good as the data it’s fed. Just as
a sports car needs the right type of fuel to per-
form at the optimal level, attribution models
also need the right quality of data to produce
the insights needed for business optimization.
5. 5
2. Evaluate the entire customer
journey—not just marketing
touchpoints
When a company is analyzing tactics, hoping to either
scale successful efforts or quickly re-strategize when
certain efforts prove less promising, the full customer
journey is critical. Although we introduced more sophis-
ticated attribution models as our first reason market-
ing insights are going to look drastically different in the
days ahead, the fuel that drives those models across
the line to success is the data itself.
Forward-thinking marketers are already evaluating the
entire brand experience, attempting to collect and uni-
fy data spanning the complete end-to-end customer
journey. Nearly every solution on the market attempts
to do this after the data has been collected, resulting
in misaligned data and data sets that are enormously
complicated (often entirely impossible) to unify.
Think of the data as food for an attri-
bution model. While calorically, one
can technically exist on donuts, peak
performance can only be achieved with
the right type—and mix—of nutrients.
Complete, consistent, and unified data
are the nutritional inputs attribution
models—and your entire marketing
measurement practice—need to thrive.
Why?
Most media measurement and attribution platforms
take a myopic approach: they only consider paid chan-
nels, and often only paid digital channels, because dig-
ital is a whole lot easier to track and programmatically
manage. This results in silos, from the way the work is
done to how it’s measured. Siloed channels lead to a
significant roadblock for any organization attempting
to accurately measure performance: siloed data.
Unfortunately, most organizations are forced to use
siloed data when looking at performance because it’s
how their marketing efforts are structured.
The organizations attempting to unify data beyond
paid media for the sake of more accurate attribution
do so by actively gathering data from all paid, owned,
and earned marketing channels—and hopefully con-
sidering both online or offline touchpoints. They also
begin to look beyond the “channel lens” and collect
data highlighting performance tied directly to content
6. 6
(creative assets, promotions, etc.). It’s only through
breaking down these data silos that brands can truly
move toward a more complete view of the entire cus-
tomer experience.
Taking this a step further, leading measurement
professionals know that truly holistic performance
measurement requires incorporating data that ex-
ists outside the walls of marketing. For example:
Sales
Services
CX/VoC
In-product experiences
All these areas have unique and valuable data sets
that provide powerful insights into the end-to-end
customer journey, and can help you more completely
and accurately measure not only transactional attri-
bution, but also full customer lifetime value.
It can feel daunting, but holistic data collection and
unification is the only way to produce accurate in-
sights that can be trusted. After all, many solutions
already deliver some insights, but as reported in the
2019 Marketing Benchmark Report,
89% of marketing leaders have
stated that just because the insights
exist doesn’t mean the insights are
actually trusted enough to lead to
confident actions.
7. 7
3. Go beyond optimizing
to initial conversation
Once all marketing channels and brand touchpoints
are measured holistically, the metrics marketers em-
ploy will begin to shift. Obviously sign-ups, leads, book-
ings, orders, and other primary conversion events are
relevant KPIs to be tracked for most organizations; but
as the acronym implies, these are simply indicators of
business success.
Marketers need to become financially literate—and
communicate in the language of the broader busi-
ness—tying program performance to broader busi-
ness outcomes. Learning to connect function-spe-
cific KPIs to concrete enterprise metrics like top-line
growth and bottom-line profitability help to strengthen
marketing’s position and prove the value of both effort
and money spent.
One buzz term attempting to lay claim to this shift in
perspective is the designation of “data-driven mar-
keter.” However, it is not simply the use of data, but
also which data a marketer focuses on that is import-
ant. We’d argue that the better designation is being a
“bottom-line marketer.”
And the only way to get an accurate view of market-
ing’s contribution to the bottom line is by measuring
and running attribution on every single interaction
each customer has with your business. This includes
everything from initial brand awareness to post-pur-
chase experiences in the ongoing customer journey.
Additionally, this will help you measure and optimize
customer lifetime value, which moves measurement
beyond the narrow view of “transactional attribution”
to more holistically measuring and placing value on the
ongoing customer relationship.
Customer centricity is clearly becoming a significant
focus for many businesses, and the most advanced
companies are discovering unique and meaningful
ways to incorporate customer experience data into
their performance measurement practice.
According to Peter Fader, Professor of Marketing at
Wharton University,
“Customer centricity is a strategy that aligns a
company’s development and delivery of its products
and services with the current and future needs of a
select set of customers in order to maximize their
long-term financial value to the firm.”
To fall behind on such a critical metric will be problem-
atic for any company hoping to keep pace.
bot•tom line mar•ket•er
“Bottom-line marketers” maintain an avid focus on
the core economic drivers of your organization’s
short- and long-term profitability and growth.
/’bädәm ‘ ,līn/ märkәdәr/
8. 8
Quick Recap
1. Basic attribution models are too limited by themselves for an enterprise business
to measure channel and content success.
2. The entire customer experience—not just marketing touchpoints—must be evaluated
when trying to gain an understanding of an organization’s performance.
3. In order to prove marketing’s impact on the broader business, marketers must
learn to measure and communicate using financial metrics, not just functional KPIs.
These principles ensure that marketers and analysts are holistically measuring and attributing credit to all touchpoints
across all channels a customer may interact with during their relationship with a brand. They also ensure that success
(and failure) is framed using broader economic performance metrics relevant to the entire business’ bottom-line.
With these holistic insights, you can be confident that the data you apply to your attribution models and the
resulting performance calculations (such as ROI) are complete, consistent, accurate, and what you need in order
to move ahead of your competition.
So let’s talk about how to answer the final question: why are these things working, or why are they not working?
9. 9
There are some important questions every marketer
desperately wants to be able to answer, and frustrat-
ingly often can’t.
• Why is my email program outperforming my pro-
grammatic display campaigns?
• Why does my annual customer conference produce
such a high ROI, while other events don’t?
• Why do certain types of content lead to more book-
ings than other types of content?
The most successful marketers who add significant
value to an organization are relentlessly curious about
why certain actions get results while others don’t. Yet
despite ongoing technological advances in analytics,
marketing automation, programmatic advertising, and
other digital marketing disciplines, the ability to con-
sistently answer these questions hasn’t necessarily
kept pace. Analysts and marketers need to look deep-
er than the typically limited, out-of-the-box dimen-
sions and attributes most ad and martech solutions
provide.
It’s not that simplistic measurements like UTM param-
eters don’t have a place in a marketer’s toolkit, but
UTM parameters alone only provide a limited amount
of data and are subject to significant pitfalls such
as human error. Eventually, an enterprise company
needs to justify its enterprise-level marketing budget,
and doing so requires precision in reporting (some-
thing UTM parameters simply aren’t built to do), partic-
ularly when it comes to return-on-ad spend.
The “why” partly lies within a rich and consistent meta-
data layer that marketing analysts require in order to
answer key business questions. Don’t misinterpret this
to mean every little data piece that could ever possibly
be collected should be. There are certain levels of data
that may not be pertinent to your organization, and
it’s important to audit what that looks like when imple-
menting a more robust metadata layer to enrich your
attribution and performance measurement.
However, very few organizations today capture a con-
sistent enough layer of data to accurately pinpoint the
“why” of their marketing efforts’ successes and failures.
And even more rarely are measurement standards ap-
plied consistently across all the relevant touchpoints
in the customer experience, unifying once-siloed data
sets.
A great example is how certain brand campaigns are
both defined and measured across numerous chan-
nels, especially campaigns that include social, digital,
and offline components. One campaign alone can have
a staggering number of platform- or publisher-specific
data sets that should in fact only be one unified data
set. Yet so few organizations take the time to predefine
the data in such a way that each channel can use a
holistic, common taxonomy that provides dimensional
4. Ensure rich data
dimensionality so you can
diagnose what works and why
10. 10
Some may argue that A/B testing accomplishes this
without needing to expand the channel and content
attributes included in your enterprise taxonomy,
but today’s marketing environment is extraordinari-
ly complex. It isn’t enough to simply test subject line
length. Even things as seemingly uninspiring as font
size, image location, or playback speed can have sig-
nificant impact on performance. Quite simply, there
just aren’t enough letters in the alphabet to account
for how many variables must be measured against
each other (and in which optimal combinations).
analysis along any performance-influencing attri-
butes. Not only can each tactic not be compared
apples-to-apples to all others in the campaign,
but performance insights cannot be shared across
channels to benefit the entire effort.
Certain channels can be really consistent and detailed
regarding channel attributes, and therefore have more
consistent and detailed data to analyze performance.
Paid search does well in this regard; email is a bit less
standardized; and website or in-app metadata struc-
tures can vary wildly from company to company. Unify-
ing measurement attributes in an enterprise-wide stan-
dard enables meaningful and consistent insights across
all channels and content, regardless of where or how
consumers interact with them.
Overcome content attribution challenges
Nowhere is this felt more acutely than by content mar-
keting and creation professionals. These teams and in-
dividuals assist both sales and marketing departments
to generate the messages and assets delivered across
a myriad of channels. Yet for years the measurement
available to prove the value of their contribution to
customer experiences has been relegated to a single
UTM parameter, or at best half a dozen classification
columns in an analytics implementation.
Yet leading marketers know these are false constraints,
and that there are dozens (if not hundreds) of dimen-
sions along which content performance can and should
be measured. No longer are they stuck assuming case
studies will always perform better than an infographic.
Or that a direct “Buy Now” call to action will consistently
outperform the more subtle “Learn More” prompt. It
is indeed possible to know which messaging resonates
most, if a video truly does engage more than the image,
and how to better structure a pitch for the next sales
sequence send.
11. 11
Every additional variable accounted for and then ap-
plied to a measurement program enables deeper inqui-
ry into business performance. This empowers analysts
and marketers to finally know not only what happened,
but why it happened. And perhaps equally as important,
how they can share those insights across channels to
“raise all ships.”
Sample of Recommended Channel
& Content Attributes
Channel (Medium)*
Channel Type
Publisher (Source)*
Campaign Name*
Campaign Theme
Campaign Owner
Campaign Budget
Media Cost Model
Placement
Audience
Device
Keyword (Term)*
Geo Country
Geo State/Province
Geo City
Language
Target Life Cycle Stage
Target Customer Persona
Target Industry
Promoted Product Name
Promoted Product Category
Promoted Product Description
Promoted Product SKU
Content Title*
Content Type
Content Description
Content Promotion
Content Call to Action
Promoted Asset Type
Promoted Asset Name
Promoted Asset Description
Asset ID
Asset Owner
Touchpoint URL (external)
Landing Page URL
Landing Page Title
Landing Page Description
*traditional UTM parameters
12. 12
All of the resulting insights give data professionals the
confidence to know precisely what their next move
should be. That sort of trust in the data is hard to come
by, but as more marketers tear down the false con-
straints of their dimensional measurement—especial-
ly in the realm of content analysis—this approach will
quickly move from “best practice” to “standard prac-
tice.” Those who begin this process now will be expo-
nentially ahead of the curve, particularly in crowded
fields where even a small increase in return has a sig-
nificant impact on the bottom line.
There are marketers and analysts today who are al-
ready reaping the benefits of these sophisticated, ho-
listic attribution models, who take into account the en-
tire customer experience, who measure beyond basic
metrics and KPIs. They have already broadened and
deepened the dimensions and attributions necessary
to capture the entire performance picture, and as a
result, they are winning.
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The key to trusted insights
is trusted data
They aren’t winning because they have more data
than anyone else—they’re winning because the infor-
mation they do have gives them the confidence they
need to reinvest dollars, cut losses, and account for
all efforts across every customer touchpoint.
This foundation of trusted data and insights enables:
Accurate forecasting
Budget optimization
Experience personalization
Increased ROI
Stronger, longer customer loyalty
Your peers who have implemented these key prin-
ciples already know how to optimize their programs
for superior ROI. The good news for most marketers
is there’s still an opportunity to be an early adopter
and reap the benefits of outpacing competition.
Schedule a demo to see how Strala by ObservePoint
ensures complete, unified marketing and experience
data for actionable insights you can trust.