The Point

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Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.” Big Data, Predictive Analytics , and now Artificial Intelligence (AI) are all data-driven disciplines that dominate the blogosphere and drive huge investments in marketing technology.

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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

(HS) Brian, I was at Dreamforce in San Francisco earlier this month and it seemed like every other exhibitor was trumpeting “analytics”. Even Salesforce announced their own Analytics cloud. Why do you think analytics is suddenly such a hot topic? (BK) BK) Several factors have come together to bring analytics to life.

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The Dangerous Allure of World-Class Marketing

The Point

I presented recently to a client’s partner network on the topic of marketing analytics, and felt compelled to moderate the ambition of attendees by advising them that, for most B2B organizations, consistently and accurately tracking marketing-attributed revenue and ROI is difficult, and complex, and something few achieve.

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8 Questions to Ask Before Investing in Marketing Attribution

The Point

Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana. Before you invest in a third-party reporting solution, however, we recommend first asking some tough questions: Phase 1 – Data.

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Report: 19 Experts on the State of Marketing Automation

The Point

Whether it’s predictive analytics, ABM , AI, or chatbots, the modern marketer needs to navigate an increasingly technical discipline. HS) I’m really excited about the possibilities for leveraging predictive analytics and big data in marketing automation. (DGR) What were the biggest changes/challenges for B2B marketers in 2017? (HS)

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Research Report: Lead Gen Not as Easy as Marketers Think

The Point

I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Predictive analytics and similar advancements will help close the gap.

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Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

Asked which technologies they projected would have most importance in the next 12-18 months, respondents also named Lead Lifecycle/Attribution Reporting and Predictive Analytics. Key findings from the survey include: • Technologies considered most crucial to marketing success were Content Marketing, SEO, and Marketing Automation.