Contently

DECEMBER 3, 2020

Earlier this year, as we were planning our 2021 product roadmap, I interviewed dozens of CMOs about their approaches to measuring content marketing ROI. There’s first-touch attribution, last-touch attribution, and custom attribution. “This is the holy grail,” they said. “This is content ROI.”

Lead Ranking 188

Lead Ranking Multi-Touch Attribution Lead Scoring ROI 188

B2B Marketing Analytics

FEBRUARY 4, 2019

Marketing Analytics and ROI are the 2 terms making a lot of noise across the marketing world to the point that they are almost beating “ ABM ” in the popularity. Every marketing organization has a set of “Strategic Metrics” (with different definitions, unique to how a company operates) that it tracks to measure performance.

Marketing Attribution 74

Marketing Attribution Multi-Touch Attribution Analytics ROI 74

Sword and the Script | B2B

APRIL 23, 2024

The results suggest there are three marketing motions successful B2B software companies do differently than their peers: they experiment with marketing often, they think about marketing measurement more and they do more marketing in-house. >>> Yet putting that mental energy into measurement pays off measurably as this study shows.

Marketing Automation Services 73

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 73

Martech

APRIL 14, 2023

Multi-touch attribution modeling takes into account each touchpoint and channel within the buyer’s journey from start to finish. First-touch attribution modeling focuses on the first touchpoint or channel that the client interacts with within the buyer’s journey. What are the goals of the campaign? Get MarTech!

Marketing Attribution 119

Marketing Attribution Lead Ranking Multi-Touch Attribution Multi-Channel 119

InsightSquared

APRIL 12, 2018

Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle. While they may offer reporting and analytics as part of their platform, this is not a core capability.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

Martech

APRIL 19, 2024

Analytics departments are being impacted the most, along with legal and compliance, ad operations and programmatic teams, due to their heavy reliance on data. Beyond first-party data, companies are investing in analytical methods that are less dependent on tracking, such as media mix modeling and multi-touch attribution.

Paid Search Agency 106

Paid Search Agency Privacy Advertising Agencies Multi-Touch Attribution 106

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. Such modern marketers incorporate analytics rigor as well as revenue mindset for every decision they make. They demonstrate that marketing led by a growth mindset is accountable for driving the top-line revenue.

Marketing Attribution 66

Marketing Attribution Multi-Touch Attribution Analytics Allocation 66

Contently

MARCH 23, 2023

As marketers, we’re always looking for ways to measure our effectiveness and attribute our work back to the pipeline. These metrics measure how well users interact with content , such as how long they spend on an article, how many shares it receives, or which sections of a page are clicked. Content marketing is no exception.

Multi-Touch Attribution 164

Multi-Touch Attribution Word of Mouth Content Landing Pages 164

Customer Experience Matrix

JULY 18, 2014

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority. The impact of marketing ROI, on the other hand, is often less clear.

Analytics 120

Analytics Multi-Touch Attribution ROI Vendors 120

ANNUITAS

MARCH 21, 2023

Updated 21 MAR 2023 Adobe Updates Focus on Chat, Event Management and Advanced Analytics Adobe is holding its annual Summit event in Las Vegas this week. Analytics: More Data Sources and Improved AI Modeling Tools Adobe Measure includes two major additions.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

LeadsRX

FEBRUARY 8, 2022

February 08, 2022 – Today, marketing analytics company LeadsRx shared the trends it sees emerging in 2022 that contribute to the unprecedented innovation taking place in performance marketing, marketing attribution and marketing analytics technologies. Attribution and Analytics Are No Longer Just Enterprise Solutions.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Paid Search Agency Analytics 52

FunnelEnvy

JULY 8, 2021

Fortunately, customer journey analytics provides valuable insights into your visitors’ behavioral patterns and preferences throughout their entire customer journey. What exactly is customer journey analytics, and how can you use it to optimize your lead generation marketing strategies? What Is Customer Journey Analytics?

Demand Generation Agencies 52

Demand Generation Agencies Demand Generation Analytics Demand 52

Crimson Marketing

JANUARY 23, 2015

With the steadily increasing importance of marketing analytics and metrics, it’s very easy for B2B marketers to hone in on “vanity metrics.” There are general key performance indicators (KPIs) that all marketers must measure, but are you measuring in a way that allows you to fully understand marketing ROI?

Multi-Touch Attribution 100

Multi-Touch Attribution Top of Funnel Analytics Lead Ranking 100

Marketing Insider Group

AUGUST 2, 2021

When speaking about personal branding , Bob Goldwater, founder of the Birth Injury Lawyers Group, explains that “any PR firm worth its salt can come up with a terrific campaign that emphasizes a caring, personalized approach, but if the everyday reality doesn’t measure up, word will get out fast.”. This can be challenging.

Brand Identity 346

Brand Identity Branding Multi-Channel Ethics 346

KoMarketing Associates

MARCH 23, 2016

According to BuiltWith’s Audience Measurement Technologies Usage Statistics , Google Analytics is used on 43% of the Top 10,000 websites and on 83% of all websites on the Internet. With so many sites leveraging Google Analytics it is important to know the nuances of how data is collected, processed, and reported back.

Marketing Analytics Tools 120

Marketing Analytics Tools Analytics Multi-Touch Attribution Google 120

Digilant

MAY 6, 2021

The best way to begin this is by using the best online marketing analytics tools. These tools help support the digital marketing strategy by measuring and managing performance. What do these online marketing analytics tools provide? These online marketing analytics tools get the job done: Moat Analytics.

Budget Programs 52

Budget Programs Enterprise Management Work Management Online Marketing 52

ClearVoice

MAY 31, 2023

If you plan to invest thousands of dollars in content marketing, you need to learn how to measure content marketing ROI. It’s a reliable measure of content marketing success as it highlights actual earnings (or losses) after expenses. You can use platforms like Google Analytics to track conversions with the linear attribution model.

ROI 96

ROI Top of Funnel Multi-Touch Attribution Marketing Analytics Tools 96

Digilant

MAY 6, 2021

The best way to begin this is by using the best online marketing analytics tools. These tools help support the digital marketing strategy by measuring and managing performance. What do these online marketing analytics tools provide? These online marketing analytics tools get the job done: Moat Analytics.

Budget Programs 52

Budget Programs Enterprise Management Work Management Marketing Management 52

ClickZ

NOVEMBER 3, 2023

With changing consumer behaviours and the aftermath of iOS 14’s privacy updates, this year’s report by Fospha, a leader in marketing measurement for eCommerce, is more crucial than ever. The report analyzes spending strategies, channel performance, and the importance of accurate measurement for success.

Multi-Touch Attribution 122

Multi-Touch Attribution ROAS eCommerce Multi-Channel 122

Kevin Indig

APRIL 11, 2023

Long sales cycles (+90 days) are the biggest enemy of attribution models, often to the detriment of channels like SEO that play an important role in early touches. The core challenge for long sales cycle companies is giving channels, and touch points the right amount of credit to optimize them. I can’t blame them.

Sales Cycle 107

Sales Cycle Marketing Attribution Multi-Touch Attribution Cost per Acquisition 107

Vidyard

MARCH 23, 2021

Analytics are a key component in any successful video marketing strategy. Learn more about the importance of measuring your videos’ performance against preset goals, as well as how to use your audience’s video metrics to determine if your videos are earning a return on investment (ROI). Measure Your Video Marketing ROI 6.

Video Marketing 65

Video Marketing ROI Analytics CTR 65

Top Rank Marketing

NOVEMBER 9, 2023

If you can’t measure it, you can’t make sense of it. But don’t mistake that to mean it doesn’t make a real, concrete, and measurable revenue impact. Here, we’ll shine a spotlight on value-based measurement methods that can help demonstrate the bottom-line impact of a high-performing SEO strategy.

Lead Scoring 129

Lead Scoring Lead Ranking SEO Multi-Touch Attribution 129

Sprout Social

JANUARY 13, 2021

ROI measures revenue while attribution measures impact. There are three major types of marketing attribution models: first touch, last touch and multi touch. Within the multi-touch model are additional types that assign weights to the various touchpoints. First touch attribution model.

Marketing Attribution 97

Marketing Attribution Multi-Touch Attribution Lead Ranking Social Media 97

Digilant

NOVEMBER 12, 2020

It is no secret that analytics and data-driven measurement are crucial components to brand success. With the current circumstances of the COVID-19 pandemic, data analysis and measurement have become even more critical. – Chander Yadav, Director of Analytics, Digilant. – Wes Farris, VP of Product, Digilant.

Transparency 52

Transparency Analytics Multi-Touch Attribution Multi-Channel 52

illumin

SEPTEMBER 20, 2023

This means associating sales leads back to any and all marketing activities and touch points that brought them into the fold. Some of these tools curry favor to early touch-points, highlighting awareness and consideration stages in the customer journey. This is also the default model used by Google Analytics.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Marketing Analytics Tools Multi-Channel 52

Zoominfo

APRIL 20, 2022

Alison Rouse, VP of analytics at CS2 Marketing, also sees the shift as part of a broader trend toward more complicated deals. “It assumes a first-touch or last-touch attribution model and doesn’t take into account the multiple buyers and touchpoints involved.” So, what metrics should marketers report on ?

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

ScanmarQED

JANUARY 22, 2024

The increased focus on consumer privacy in recent years has caused well-documented disruption in the marketing ecosystem, causing some marketers to turn away from solutions that analyse person-level consumer journeys (such as Multi-Touch Attribution – MTA) and towards aggregated analyses such as Marketing Mix Modeling (MMM).

Multi-Touch Attribution 59

Multi-Touch Attribution Allocation Work Management Multi-Channel 59

Martech

MARCH 11, 2024

These alternatives aim to balance user privacy with the need for personalized advertising and measurement. Navigating measurement and attribution without third-party cookies Accurate measurement and attribution have always been complex undertakings, and the phase-out of third-party cookies adds complexity. Get MarTech!

Cost per Acquisition 130

Cost per Acquisition Multi-Touch Attribution Data Hygiene Top of Funnel 130

LeadsRX

OCTOBER 13, 2021

She speaks about automation, but not “over automating” and keeping a human touch when it comes to client-facing work and delivering on business goals. Listen in and hear how Selle and her agency use analytics to measure marketing campaign performance, the importance of data, and more.

Multi-Touch Attribution 89

Multi-Touch Attribution Personalization Advertising Agencies Paid Search Agency 89

Contently

NOVEMBER 10, 2022

The job’s not over until the paperwork is done—or, for content marketers, until results are measured. For most Chief Marketing Officers (CMOs), the holy grail of content measurement is return on investment (ROI). Content value is easier to measure under one roof. Gated content can be analyzed using Docalytics.

Lead Ranking 130

Lead Ranking Enterprise Management Lead Scoring Work Management 130

B2B Marketing Analytics

APRIL 3, 2022

The ability of a marketing organization to track marketing attribution is often considered an end in itself when it comes to advanced marketing analytics. From a data analytics perspective, marketing attribution data at its core is nothing more than a framework for tracking every touchpoint across the customer journey.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Marketing Analytics Tools Allocation 52

The Point

JUNE 30, 2017

That is not to say, however, that you can’t successfully design and execute a highly targeted, tightly integrated, multi-channel, multi-touch campaign aimed at a finite number of specific, key accounts. There is no such thing as an “ABM Campaign” (and why that’s important). Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

Martech Advisor

NOVEMBER 14, 2019

How can a centralized analytics team help not only break down organizational silos but also help learn more about your customers and their behaviors across channels? This gap in customer-centricity can be filled by engaging a centralized analytics group that shares resources across channels and acts as a conduit to the various teams.

Analytics 50

Analytics Marketing AI Multi-Touch Attribution Multi-Channel 50

Martech

FEBRUARY 2, 2023

Today, the marketing technology industry focuses on providing solutions for leading brands to measure and capture greater customer value over the long term. Choose a measurement for frequency that makes sense for your business. Again, make this in the same unit of measurement as your purchase frequency (weeks, months, years).

Lead Ranking 139

Lead Ranking Marketing Attribution Multi-Touch Attribution Lead Scoring 139

accelerate agency

MAY 24, 2023

Well there’s one tool that you simply can’t do without: Google Analytics. If that’s the case, use the links below to find the right information for you: What is Google Analytics? What is SEO Analytics Why is Google Analytics essential to SEO? With this in place, Analytics can track and monitor activity.

Marketing Analytics Tools 52

Marketing Analytics Tools Paid Content Analytics SEO 52

LeadsRX

AUGUST 24, 2021

While deterministic approaches continue to dominate marketing, brands and marketers need analytics to survive a potential consumer-tracking apocalypse. Here’s a snippet: “It’s critical that marketers own their data-driven marketing ambitions and become proficient at mastering data and analytics.

Multi-Touch Attribution 93

Multi-Touch Attribution Marketing Attribution Multi-Channel Privacy 93

B2B Marketing Directions

DECEMBER 20, 2020

Multiple research studies have shown that measuring marketing performance remains both a top priority and a major challenge for most marketers. Fifty-four percent of senior marketing respondents said that marketing analytics had not had as much influence in their organization as they expected.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98