Last time, we introduced the key concepts around understanding the marketing analytics process, the rationale being to help non-technical people understand why they are important and how to build out an analytics capability in your business based on that knowledge. We spoke about concepts such...
Marketing Analytics Maturity Phases In -a recent post, Apollo founder Bryan Mason discussed the data needed to support advanced marketing analytics methods. In this series of posts, I will be discussing how to use this potentially enormous data stream across the four phases of the analytics...
Multi-Touch Attribution In previous posts, I have talked about understanding the buyer’s journey on the way to a sale. Marketers need to know which touch points along the journey are most important so they can increase spend on what is working. Multi-Touch Attribution is a marketing...
In my last post I described what advanced marketing analytics is and how it improves marketing effectiveness – getting the most bang for the advertising buck. In this post, I am going to explain why Advertising Agencies who ramp up their marketing analytics offerings will...
