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 Key Terms In my last blog post, I discussed the four phases of the analytics journey and the types of business questions each phase is meant to address. In this post, I will introduce some of the key words and phrases used in the...
Marketing Cookies (AKA Tracking Cookies) are going away by January 2022 (thank goodness, not the cookies we eat). Google is removing this from the Chrome browser and will no longer pass this information or any individual identity information to marketers. This follows actions already taken...
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...
Advanced Marketing Analytics Marketing analytics techniques are used to determine what marketing approaches are working and not working. Once you know that, you can focus your efforts on what is working and therefore increase your overall marketing effectiveness. In order to gain insights that can be leveraged...
With the addition of Ed Holmquist as the Vice President of Marketing Analytics, Apollo is adding a new Marketing Analytics service offering. Marketing analytics is the art of using data to improve marketing effectiveness while reducing its cost. The Apollo Consulting Group believes that using data...
