In the previous blog, we discussed various aspects of multi-touch attribution and how it is more relevant for heavily online businesses. In this blog, we will consider a different methodology applicable to companies that employs both online and offline marketing channels – Marketing Mix ModelingRead more
Read moreToday, more than ever, marketers can estimate ROI and use it for budget allocation. However, budget allocation is still a complex process because many marketing channels are not easily trackable. The following two methodologies allow marketers to connect the dots between trackable channels like pay-per-clickRead more
Read moreCarefully planning conversion funnel details is critical for the success of any B2C site. The conversion may be getting signups or purchases. There are two major considerations associated with a funnel: (1) number of steps and (2) seamlessness in each step. Once the conversion funnelRead more
Read moreUnderstanding lead funnel dynamics is a big part of performing B2B marketing. Two fundamental metrics explaining funnel dynamics are – Lead Velocity (how fast the lead is moving between stages) and Lead Conversion (what fraction of leads is progressing to next stages). These two metricsRead more
Read moreAllocating the right budget to the right marketing channel is always a difficult proposition. It is especially true in B2B marketing because of many marketing touches that happen during lead’s lifecycle. Therefore, establishing a marketing attribution framework is important in B2B. Of the many marketingRead more
Read moreLet us start with an example (shown below) of Quarterly Key Performance Indicators (KPI) that CMOs can share with other executives (Note that the numbers provided is dummy data). The KPI’s in the above table encapsulates the marketing (and business) performance for the full quarter. Read more
Read more