Using Big Data to Modernize Your Marketing

Harvard Business Review recently came out with a study called Building the Ultimate Marketing Machine – a great read for anyone who is interested in making their marketing departments more effective.  Unsurprisingly the very first thing mentioned in this study is “big data – deep insights”.  At this point almost... Read more ›

An Engineer in Marketing Land

I spent part of last week at the SiriusDecisions marketing conference in Orlando. Now I’ve attended countless technical conferences, but this was the first time I’d attended a conference where virtually everyone was in sales or marketing. I noticed some surprising and fundamental differences between this conference and the technical... Read more ›

Why CRM is Your Most Important Financial System

At the 2014 SiriusDecisions Summit this week Malcom Gladwell (most famous for his books Outliers, Tipping Point, and Blink) presented the concept of the importance of re-framing. Reimagining what you do or re-framing a familiar system is core to transforming organizations, says Malcolm.  As a key example, Malcolm discussed the... Read more ›

Why multi-touch weighed campaign influence is essential for understanding deal attribution

Attributing revenue to campaigns has been a difficult challenge for data-driven marketers since the beginning. Throughout time, the tools and methods available to us have gotten more powerful and sophisticated, from single campaign attribution, to multi-touch, and most recently weighted influence. The earliest methods would attempt to find a single... Read more ›

Getting Serious about B2B Marketing

This week we’re all looking for to attending the SiriusDecisions Summit to be held in Orlando this year.  It’s a wonderful event where top B2B marketers get together to learn new best practices. I love it because we get to meet with our customers who are all trying to improve... Read more ›

When is First Touch Most Important?

Campaign attribution is a popular topic these days. Marketers often find themselves in baffling discussions of which campaign response is most important for a multi-touch customer journey – first touch or last touch – or something else? This raises the question of when is first touch the most important? I... Read more ›

The Heartbleed Marketing Challenge

As CTO, my scope of operations can be fairly broad. Sometimes it involves exploring the latest technologies. Last week it involved annoying everyone in the company with demands that they change their passwords on various web sites and services, based on the latest information on the Heartbleed vulnerability. I assume... Read more ›

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