Suppose that your best friend set you up on a date. After the date, your best friend asks, “How did it go?” Since you’re a quantitative marketer, you put a hidden camera in your jacket so that afterward you could evaluate the engagement level of the date (privacy…what’s that?). You...
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Imagine that you hire a marketing intern, and on day one of the job, they make an odd request: “I want to know everything there is to know about this company’s customers. What can you tell me?” How are you supposed to answer? The scope of the question defies...
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One of the most predictable patterns in a free market is consolidation. It signifies that a market has become valuable and competitive. However, consolidation can be unpredictable for the companies involved and customers who depend on their products and services. Martech is no exception to this trend. By most accounts,...
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Funnels are a terrific tool for understanding how a sales and marketing operation works. In fact, when I would join a new company, getting the data and creating the funnel would be one of the first things I would do as the new VP of marketing. The reason funnels are...
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Full Circle Insights was founded in 2010 on the idea that you shouldn’t need a PhD in statistics to understand what’s happening with your marketing campaigns. We think it should be easy for you to get bullet-proof data that is credible throughout your organization, and over the last several years,...
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Are we focusing on the right KPIs? This is a common question from portfolio companies seeking to calibrate the best methods to measure sales effectiveness. Sales leaders grapple with identifying KPIs that are insightful, reliable, and appropriate for their sales motion. The wrong KPIs can lead to unpredictability and inconsistency in...
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The fallout from European Union’s General Data Protection Regulation (GDPR) has been a bonanza for tech journalists. On May 25, the day GDPR became enforced, Digiday reported that Europe’s digital ad demand plummeted 25 to 40 percent. Austrian privacy activist Max Schrems slapped Google and Facebook with multibillion-dollar lawsuits for...
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In The Beginning When I started my marketing career many years ago, I learned about marketing funnels that tracked the customer journey from product/brand Awareness to Consideration to Preference to Purchase. That was what we marketers focused on as we planned our integrated marketing campaigns. With the explosive growth marketing...
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CTR? CPL? MQL? There are many ways to look at marketing performance (and just as many acronyms). At our recent “Follow the Lead” roundtable event in San Francisco, we talked about how we at Insight look at marketing performance and which KPIs matter. KPIs vs. Metrics Before we dive in, a note: all...
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When psychologists survey Americans about their driving skills, most people rate themselves above average. Mathematically, most people can’t be above average. Still, “illusory superiority” is a consistent phenomenon in psychological studies. Whether you ask people about driving, health, IQ, memory, or popularity, they tend to overrate themselves. That brings me...
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