.

Gregory Thompson's Blog Posts Tagged 'revenue' (2)

Statistical Attribution & Optimization in the B2B World.

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

Blending Marketing Mix and Attribution

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

© 2021   TechTarget, Inc.   Powered by

Badges  |  Report an Issue  |  Privacy Policy  |  Terms of Service