There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it. Most of this attention has been focused on the B2C space. However, less work has been done measuring the performance of B2B marketing activities.
Certainly the marketing automation segment is very vibrant with a large number of vendors (both big and small) providing solutions that…Continue
Added by Gregory Thompson on May 23, 2016 at 4:33pm — No Comments
Marketing measurement has long been an arcane field - companies interested in understanding how their marketing programs impacted revenue (or brand value) would hire expensive consultants who labored long and hard to deliver complex models at great cost to help their clients set high level marketing strategies and advertising budgets.
This worked well until the internet came along and changed the game - new digital channels and online marketing techniques were embraced by…Continue
Added by Gregory Thompson on May 19, 2016 at 11:00am — No Comments
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wanamaker, a department store merchant and marketing pioneer in the late 19th and early 20th century (as well as Postmaster General from 1889 to 1893), is reputed to have made this statement and advertisers have been wrestling with the question ever since.
Enter the science of marketing measurement. In the early days the questions revolved around the…Continue
Added by Gregory Thompson on October 23, 2015 at 1:00pm — No Comments