The increase in digital touchpoints for customers means marketing efforts must be more measurable and connect campaigns to business results.
Marketers are expected to do more with the same resources, but often only report on reach and engagement, not customer insights or lifetime value.
Using data to find efficiencies and eliminate wasted efforts should be a no-brainer, but many organizations still face limitations and need to improve their use of data for personalization.
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Why Now Is the Time to Improve How Marketers Use Data for Personalization
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When every channel claims credit, measurement breaks down. Discover three practical ways to audit attribution and MMM tools, verify causality, and make more confident marketing decisions. Read more.
Last-click attribution overlooks key interactions that influence B2B buying decisions. Explore other attribution models to understand how various channels contribute to conversions and ROI. Read more.
Marketers who work for SMBs say the top challenges they face with A/B-testing are a lack of resources and an inability to get statistically significant results because of too little traffic, according to recent research.
Marketers say the biggest roadblock they face with regard to getting the most value out of their data is disconnected platforms, according to recent research.
Organizations that have high confidence in their data are more likely to monitor data consistency, assess the timeliness of data, validate data formats, and have high visibility into data pipelines.
Marketers must show financial impact to win campaign approval. This guide explains how to model ROI, payback, and outcomes with credibility. Read more.