Martech

MARCH 11, 2024

Your objective should be to identify the optimal intersection — your sweet spot — where your advertising and data expenditures are allocated most efficiently, focusing on the channels and campaigns that provide the greatest benefit for the cost. This shift also has implications for your attribution model.

Cost per Acquisition 124

Cost per Acquisition Multi-Touch Attribution Data Hygiene Top of Funnel 124

ScanmarQED

FEBRUARY 27, 2024

Let’s look at each of them in turn: Walled Gardens Walled Gardens, or ecosystems, like Meta, control access to data and interactions within their boundaries and have caused a significant challenge to MTA, making it virtually impossible for marketers to track and attribute conversions across channels.

Multi-Touch Attribution 59

Multi-Touch Attribution Lead Ranking Allocation Touchpoints 59

Vision Edge Marketing

NOVEMBER 15, 2018

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? It’s All About the Mix.

Marketing Attribution 151

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 151

B2B Marketing Analytics

FEBRUARY 24, 2020

The 2 commonly used metrics that demonstrate the impact of marketing are Marketing Pipeline Acceleration/Influence and New Pipeline Sourcing With these 2 metrics, organizations can quantify marketing-driven engagement across the accounts and relate them to the impact on pipeline.

Marketing Attribution 66

Marketing Attribution Multi-Touch Attribution Analytics Allocation 66

B2B Marketing Analytics

FEBRUARY 4, 2019

The 2 commonly used metrics that demonstrate the impact of marketing are: Marketing Pipeline Acceleration/Influence and New Pipeline Sourcing With these 2 metrics, organizations are able to quantify marketing driven engagement across the accounts and relate them to the impact on pipeline.

Marketing Attribution 74

Marketing Attribution Multi-Touch Attribution Analytics ROI 74

B2B Marketing Analytics

AUGUST 2, 2020

There are numerous frameworks to track marketing’s impact but the 2 metrics that are my go-to when it comes to demonstrating the impact of marketing on pipeline and revenue are: Marketing Pipeline Acceleration/Influence and New Pipeline Sourcing. Modern marketing analytics tools make it easy to deploy these frameworks.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

B2B Marketing Analytics

JULY 22, 2019

Finance and sales organizations expect marketing leaders to make smart decisions when it comes to budget allocation and more importantly within the marketing organizations, the leaders increasingly want to feel confident about these decisions because it is these decisions that will help them meet their pipeline goals.

Multi-Touch Attribution 40

Multi-Touch Attribution Marketing Attribution Planning Enterprise Management 40