B2B Marketing Analytics

FEBRUARY 24, 2020

As marketing execution in 2020 gets into full swing, marketing analytics continues to be the top priority for organizations. To drive long term success, marketers now are adopting the mind-set of a CFO to establish marketing as a driver of value and revenue-driving function.

Marketing Attribution 66

Marketing Attribution Multi-Touch Attribution Analytics Allocation 66

B2B Marketing Analytics

DECEMBER 14, 2020

MQLs are an important part of the marketing analytics frameworks across most of the modern marketing teams but the sales follow-up of the MQLs is critical. Over the years, the marketing mix has become increasingly diversified (from emails, contents, field events, social, chatbots, etc.)

Lead Ranking 59

Lead Ranking Marketing Qualified Leads Analytics Top of Funnel 59

Moz

JANUARY 14, 2020

The annual study provides KPI benchmark data which allow digital marketers analyze their 2019 performance and plan their 2020. The most popular section in the report amongst Moz readers has always been the conversion correlation , where we crunch the numbers to see what sets the high-performing websites apart. Race back up to the top!

Studies 69

Studies Correlation Marketing Websites Top of Funnel 69

Customer Experience Matrix

JANUARY 3, 2007

Here’s a fine mess: I was all set to review a paper titled “Marketing-Mix Modeling the Right Way”, partly because I found the title annoyingly arrogant and partly because I have doubts regarding the methodology it describes. Problem is, I now have marketing mix modeling on my mind.

Marketing Mix 120

Marketing Mix Marketing Management Advertising Agencies Allocation 120

Martech

MARCH 11, 2024

The rise in consumer privacy protection has resulted in even more significant signal loss, prompting marketers to move away from the legacy multi-touch attribution (MTA) or marketing mix modeling (MMM) as a means of assessing campaign performance. This shift also has implications for your attribution model.

Cost per Acquisition 121

Cost per Acquisition Multi-Touch Attribution Data Hygiene Top of Funnel 121

Customer Experience Matrix

FEBRUARY 7, 2016

TV is a special case because marketers don't usually know whether a specific individual saw a particular TV message, so TV is incorporated into attribution models using more general correlations. Does the vendor provide marketing mix models? How does the vendor do the attribution calculations?

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

ScanmarQED

FEBRUARY 27, 2024

These models use statistical algorithms to analyze patterns and correlations in available data to attribute conversions accurately. Simultaneously, they analyse Google Analytics data for the same timeframe and identify a number of conversions – one of which is also a $100 transaction.

Multi-Touch Attribution 59

Multi-Touch Attribution Lead Ranking Allocation Touchpoints 59

SmartBug Media

NOVEMBER 30, 2020

With companies utilizing a large variety of advertising tactics in their digital marketing mix, how do you properly attribute conversions to the right sources? Think of when you’ve looked into Google Analytics for source conversion metrics and the numbers don’t seem to add up—this is the major reason why. That’s right, sources.

Doubleclick 75

Doubleclick Marketing Analytics Tools Advertising Agencies Paid Search Agency 75

Mass Analytics

MARCH 1, 2023

Regression Analysis for Marketing Mix Modeling This comprehensive guide will give you an overview of what regression analysis is, its different types and how it can be leveraged in Marketing Mix Modeling. This makes it a very useful and common technique in building marketing mix models.

Marketing Mix 52

Marketing Mix Lead Ranking Analysis Sample 52

markempa

DECEMBER 19, 2016

Not surprisingly, the Act-On team noticed a correlation with the level of engagement and downstream conversion. “We One of the things we really like about the platform, aside from our ability to personalize videos and integrate calls-to-action and lead capture forms at any point in the video, is the rich analytics.” You May Also Like.

Top of Funnel 120

Top of Funnel Marketing Automation Services Video Marketing B2B Marketing 120

Vision Edge Marketing

NOVEMBER 15, 2018

A study by MMAGlobal found there is almost no correlation between click-through rate and sales. When building this type of model and assigning weights it is important to keep in mind that there are touches other than marketing touches that drive the desired outcome. To Crack the Code, You Need to Know the Key.

Marketing Attribution 151

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 151

Engagio

MAY 9, 2018

ABM Analytics Expert Interview with Matt Heinz, President of Heinz Marketing. “Getting into B2B marketing was a giant mistake,” quips Matt Heinz. At least, that’s what someone could say of a journalism major who began his career as a reporter — and now leads B2B pipeline consultancy Heinz Marketing.

Account Based Marketing 59

Account Based Marketing ABM Paid Search Agency Demand Generation Agencies 59

Sprout Social

MARCH 10, 2017

Being part of the digital marketing mix, there’s a bigger microscope on social and the track-ability of social. Take note of likely correlations, as well as causations. Monitor ways that Engagement Correlates to ROI. I think comments and retweets are types of engagement correlates the most with ROI. SproutChat.

Webinar Metrics 51

Webinar Metrics Paid Search Agency Peer-to-peer Correlation 51

B2B Marketing Analytics

JULY 22, 2019

QBR seasons are pretty exciting times for everyone in marketing especially for analytics nerds like us. This is the time in the quarter when marketing teams get the opportunity to demonstrate the impact they have made on the business. Yet another marketing QBR season is upon us.

Multi-Touch Attribution 40

Multi-Touch Attribution Marketing Attribution Planning Enterprise Management 40

Mass Analytics

JUNE 14, 2023

7 Stats to Evaluate Your Marketing Mix Model In the previous part of this MMM Guide series, we explored one of the corner stones of Marketing Mix Modeling, which is Regression Analysis. Now that you have built a marketing mix model that makes sense, how do you make sure it’s statistically sound?

Marketing Mix 104

Marketing Mix Stats RSS Statistics 104

Digital B2B Marketing

JULY 28, 2011

Early attempts to include social media in a marketing mix model, even once history is available, will initially struggle because of this. In the meantime, correlations and interactions between channels can begin to be assessed. Is there an alternative to marketing mix models ? About Eric Wittlake.

Social Media 100

Social Media Media CMO Marketing Mix 100

Oktopost

MAY 6, 2019

It used to be the case that “marketing” was essentially a black box that you’d pour money into, hoping to see a sales increase at the other end. Marketing executives have become practically obsessed with tracking every dollar spent on ad campaigns, sponsorship, blogging, video content, social media, influencers, and other data points.

Lead Ranking 117

Lead Ranking Marketing Mix Paid Search Agency Allocation 117

Customer Experience Matrix

MARCH 24, 2011

It was a good chance to dive into this particular sector of the marketing analytics universe. Others pointed to a deeper issue: that online marketers can’t measure the value of their efforts in terms of revenue or brand metrics like awareness and preference. Media mix modeling has more recently confirmed this.

Conference 120

Conference Paid Search Agency Ads Webcast 120

Adobe Experience Cloud Blog

FEBRUARY 22, 2011

by Maria Pergolino Evolving your B2B marketing mix is becoming more of a requirement than a nice-to-have in today’s changing business climate. Without their stamp of approval, the long-term nature of some digital marketing will likely erode confidence and can lead to program funding cuts. Emphasize marketing analytics.

RSS 48

RSS Marketo Correlation Paper 48

Moz

MAY 17, 2020

When you rank at the top of Google for the keywords and user intentions which support your business strategy, it is due to teamwork across your marketing department. This is what SEO sprints are all about: Based on the company's business strategy, SEO sprints are an integrated part of your marketing mix. Moz Keyword Explorer).

Case Studies 73

Case Studies Case Study Studies SEO 73

Adobe Experience Cloud Blog

JANUARY 15, 2020

As customers and technologies evolve, marketing analytics is likely to remain essential for marketing teams across industries to demonstrate ROI, and forward-thinking companies will look to leverage neuromarketing insights for added depth and confirmation of metrics. Demonstrating marketing ROI is a must.

Analytics 174

Analytics Marketing & Strategy Marketing Strategy Work Management 174

Content Standard

OCTOBER 2, 2014

In this post, I’ll explore ways to measure return on investment (ROI) for content marketing. Is Content ROI the Same as Marketing ROI? While the term “content marketing” still refers to a specific part of the B2B-marketing mix, it won’t have its own line item forever. No, and yes.

ROI 40

ROI Top of Funnel Enterprise Management Lead Ranking 40

Vision Edge Marketing

DECEMBER 6, 2011

There has been more discussion about cross-channel analytics as more organizations leverage both digital and traditional vehicles in their communication mix. Basically, analytics is about deriving insights from data. What Is Cross-Channel Analytics? What It Takes to Do Cross-Channel Analytics.

Analytics 100

Analytics Advertising Channels Enterprise Management Work Management 100

Martech

FEBRUARY 14, 2022

The marketing team spent its budget dollars wisely. When business spends money on anything, it expects to see a “return on investment”— a lift that has some correlation with the spend. This would be fine if marketing was a machine, with fixed, measurable inputs and outputs. Here Stouse compared marketing analytics with GPS.

Marketing Attribution 102

Marketing Attribution Enterprise Management Terms and Conditions Work Management 102

Hubspot

DECEMBER 29, 2011

Marketing data clearly shows that blogging is a critical piece of the inbound marketing methodology and directly correlates to better business results. Today, using social media to direct traffic to your website and generate new leads is an indispensable part of your marketing mix. The facts speak for themselves.

Planning 28

Planning Landing Pages Burn Rate Marketing Automation Services 28

Hubspot

MARCH 14, 2012

If this is the case, then why are only 49% of marketers taking advantage of lead nurturing tools , as evident by Loopfuse's Marketing Automation Study ? One of the main reasons marketers fail to adopt lead nurturing as part of their marketing mix is a lack of content.

Top of Funnel 28

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 28

Vision Edge Marketing

JUNE 10, 2010

In today’s environment we must often pull data from a variety of marketing vehicles from an email campaign, physical event, and an online advertising campaign to better understand purchasing behavior and correlate marketing programs with purchases. What does it take to do cross channel analytics? segments. -

Analytics 100

Analytics Advertising Channels Multi-Channel Work Management 100

Heinz Marketing

DECEMBER 18, 2017

Why customers who call your business are your best customers and how markets struggle to target them effectively. How call analytics can help marketers develop a strategy to adapt to the omnichannel landscape. Marchex is a call analytics company, and I lead the marketing team here.

Paid Search Agency 41

Paid Search Agency Verticals Enterprise Management Interactive Marketing 41

Convince & Convert

JANUARY 11, 2017

Few digital marketers entirely neglect marketing analytics. There is no real correlation between that and ROI. If a large portion of activity is on social media, you want to be able to measure the social media and correlate that activity to the leads being generated. But are they seizing their full power?

Social Media 134

Social Media Sales Management Top of Funnel Media 134

chiefmartech

OCTOBER 30, 2016

Cross-channel attribution (or “multi-touch attribution”) became a popular concept at the time when web analytics had just completed its journey from IT to the marketing department (circa 2008). It embodies everything marketers ever wanted to get out of data! And there is great power in correlations. A BLACK HOLE.

Marketing Attribution 40

Marketing Attribution Paid Content Work Management Analytics 40

SpotMe Blog

JUNE 29, 2023

Use tracking and analytics to monitor the performance of your campaigns. Stay up to date with digital pharma marketing trends, platforms, and strategies. The pharma industry is constantly evolving, so your pharma marketing needs to as well. See which content and channels drive the most traffic and conversions.

Paid Content 52

Paid Content Webinar Metrics Marketing Budget Marketing Strategy 52

Customer Experience Matrix

APRIL 5, 2010

One, most common among consumer goods manufacturers and others who do not sell directly to their customers, uses aggregated data in marketing mix models to find correlations between marketing efforts and total sales. Broadly speaking, the problem is attacked in two ways.

Advertising Channels 120

Advertising Channels Allocation Aggregators Ad Frequency 120

KoMarketing Associates

JANUARY 24, 2017

As Lee Odden notes in this article , “There is a little bit of hating on SEO these days, but as long as there is Google, SEO will be a staple in the content marketing mix. But B2B marketers need to broaden their thinking when it comes to SEO. Increase Accuracy in Google Analytics. ” 27. ” 28.

Organization 120

Organization SEO Practices Best Practices 120

Convince & Convert

OCTOBER 22, 2013

How can you manage risk in your content marketing? It’s important to realize two things about content marketing, which help shape your perspective on the place of ‘big content’ in the overall scheme of your marketing mix: The most effective content marketers don’t focus on ‘one-off’ campaigns. And Lagavullin.

Work Management 152

Work Management Webinar Metrics Top of Funnel Marketing & Strategy 152

DAGMAR Marketing

SEPTEMBER 4, 2018

While SEO can be a significant investment, it’s an essential part of the marketing mix for those in a marketplace as competitive as the legal space. But studies have shown a significant correlation, with high-ranking sites typically being the ones in which site visitors engage.

Lead Scoring 74

Lead Scoring Lead Ranking SEO Optimization 74

Full Circle Insights

NOVEMBER 25, 2020

Optimize Your Marketing Mix in Salesforce. Top 10 Reports Your CMO Wants from Digital Marketing. Build vs Buy Marketing Analytics. Cost of Not Implementing Marketing Performance Management. Performance-Driven Marketer’s Guide to Annual Planning. Top 5 Reports Sales Wants From Marketing.

Planning 52

Planning Lead Ranking Sales Management Marketing Attribution 52

Webbiquity

FEBRUARY 7, 2012

Market share leadership in an industry, the final self-reported performance measure, (also) correlated positively with the integration of social tools in employees’ day-to-day work.” ” B2B Marketing Research and Statistics. 10 informative B2B marketing infographics by Econsultancy.

Paid Content 100

Paid Content Social Media Statistics Research 100