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

Today, 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

Let us continue the discussion from the previous blog. Page Loading Time While page loading time is a secondary factor influencing your SEO rank, it has more important implications on usability. Studies have shown that people are less likely to shop or consume content atRead more

SEO is a crucial component of any website’s marketing strategy. SEO makes your website rank higher in natural listings in people’s searches. When browsers click on your website link and come to your site, there is no direct marketing costs, unlike pay-per-click or display ads.Read more

Carefully 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

A/B testing enables you to compare two versions of a web page and identify the one that generates the higher conversion of desired outcome (like purchase). Typically, one version is the original and the other is the test. Multivariate testing is a more elaborate versionRead more

In the last blog, we discussed Lead Velocity. In this blog, we will discuss the other important funnel metric, that is: Lead Conversion This information is also derived from “Lead Conversion” reports in the CRM, similar to Lead Velocity. However, the cohort to be selectedRead more

Understanding 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

Allocating 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

Let 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