Effective Attribution at Scale As growth-focused enterprises strive to optimize marketing ROI, attribution analytics have become essential for quantifying channel and campaign performance. Yet for brands with lengthy sales cycles and complex buyer journeys, many turnkey attribution platforms fail to provide accurate measurement. Today sophisticated attribution analytics enable B2B brands with even the most complex […]
Business Intelligence: Predictive Revenue Modeling
Predictive Analytics: Predictive Revenue for Every Business Expertise in the performance drivers at each step of the customer journey is indispensable to ascending from descriptive analytics, where teams are able to manually identify traditional metrics of the organization, to predictive analytics, where these metrics are used to determine or inform future outcomes. The competitive edge […]
Calculating Lifetime Value (LTV)
In recent years, Customer Lifetime Value (LTV) has been described in an array of guiding articles in general terms, calculating formulas, and often accompanied by a list of suggestions for improvement. More useful perhaps, is a reminder of specifically what LTV can do when calculated correctly, why it sometimes fails to provide useful information, and, […]
Cross-Channel Attribution
Quantifying the Cross-Channel Customer Journey As consumers engage with brands across a proliferating array of digital and offline touchpoints, marketing leaders need sophisticated attribution modeling capabilities that provide a holistic, cross-channel view of customer journeys. Cross-channel attribution, allows brands to accurately evaluate performance across their integrated marketing strategies spanning awareness to conversion. The Goal of Cross-Channel Attribution […]
Data Science Maturity Models (DSMMs): A Broad Consensus Composite
Data Science Maturity Models (DSMMs) About Big Data Maturity Models: Much recent data science work (2015-20) has focused on Big Data. Some Big Data Maturity Models (DSMMs) parallel traditional models, identifying shared levels, domains, and attributes. These models contributed to the model below. BDMMs focusing more on unique attributes (e.g., impact of volume and velocity […]
Decoding the Myth of Google’s ROAS: True Revenue Attribution Matters
“ROAS: What did you just SAY?” The true measure of an advertising campaign’s success boils down to two critical metrics: Return on Ad Spend (ROAS) and Return on Marketing Investment (ROMI). ROAS provides a straightforward ratio of gross revenue generated for every dollar spent on advertising, shedding light on the immediate financial impact of specific […]
Deconstructing Marketing Attribution
The Customer and the Marketing Mix Whether a business sells consumer furniture or industrial equipment, the customer journey and effective marketing mix can be lengthy, complex, and opaque to the marketer attempting to calculate discrete ROAS. A customer may read reviews on social media, click an advertisement, visit a business website, watch a video, download […]
Democratizing Data Analytics
Transforming Business with Data In today’s data-driven world, understanding and leveraging insights from data has become essential for staying competitive and driving brand growth. However, for many businesses, accessing and analyzing data is considered an overwhelming and costly endeavor, a set of practices reserved for large enterprises with extensive resources. But with advances in tools […]
Digital Advertising after Third-Party Cookies
Finding a Path in a Privacy-Centric Market Executive Summary With changes to online advertising tracking infrastructure seeming to be both delayed and accelerating, stakeholders in the digital ad ecosystem are building, reinventing, or complacently waiting for alternatives to replace the power of third-party cookies. While the demise of cross-site tracking was years in the making, […]
Driving Revenue with Marketing Attribution
Why Marketing Attribution? When a business plans marketing initiatives, leaders look to the prior campaigns, marketing results, and ROI. Which channels were most cost-effective? Which landing page drove the most leads? What customer paths provided the largest transaction value. However, if leads, conversions, and revenue cannot be attributed to specific channels, ads, and marketing elements, […]