It’s really simple for business owners to fall into a routine while completing their everyday business tasks. Between controlling costs and fighting fires, along with managing employees and mastering CRM secrets to give your company the edge, business expansion often gets pushed aside.
So you’ve finally carved out a marketing strategy that’s going to blow potential clients out of the water and put the competition to shame. But before turning the key on that bad boy, step back and ask yourself: “How will I know if my marketing campaign is even helping my business? Could it actually be hurting it?”
Marketing and sales are creative fields. They require you to think outside the box and come up with fresh new ways to capture the attention of your prospects. No two days are the same. No two sales are the same. You need to get creative if you want to reach the people who will buy. Still, with as much forward, out-of-the-box thinking as you do, it’s nice to have cold, hard data to back up your ideas. Numbers can often be a catalyst to help you discover the type of fresh campaigns your customers want from you.
By: Jerry Rackley
This week, Demand Metric published the results of its recently completed study on marketing analytics, Marketing Analytics 2013: Benchmarks, Insight and Advice. Some of you will recall being asked to participate in the survey that provided the primary data for this study. Over 700 of our members did take the survey, and it provided us with a rich data set to analyze.
Conceptually, marketing attribution is not difficult to understand. The difficulty is implementing it accurately. Some sort of model is needed to implement marketing attribution. In theory, you would use an attribution model that traces the entire customer journey, accounting for both online and offline channels of influence in that path. Full customer path attribution represents the gold standard of models, and it’s a good goal. Getting there is probably an evolutionary process, particularly for firms that are just beginning to experiment with attribution.
