What is lift analysis and why should you use it? Lift analysis is a measurement of how a Campaign impacts specific key metrics like deal velocity, conversion rate, or average deal size. When it comes to multi-touch attribution, lift analysis can be applied by looking at Opportunities that were influenced...
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[in-sahyts ih-kon–uh-mee] Noun: All activities related to the production, consumption, and trade of insights. If you are reading this, chances are you have probably chosen already to contribute to the Insights Economy, and by the end of this discussion, I hope you will see that the Insights Economy is something really...
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What’s Revenue Got To Do (Got To Do) With It? By DeAnn Poe | Vice President, Demand Generation | DiscoverOrg As marketers for a marketing technology company, my team and I know how important it is to get the marketing technology stack right. That’s why we audit our martech stack...
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This is a continuation from my blog post that began with the basics of campaign attribution and focused on single-touch models. In the below, I elaborate on multi-touch attribution models. To learn more, download our attribution methodology resources. You’re investigating whether multi-touch campaign attribution is right for you and your...
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Here we are in July. Your company is trying to make sure the ship is on-course to meet revenue targets. And of course, the natural questions come pouring in from the CEO. Did marketing hit its numbers? Where are you on your year-end marketing goals? Are we on track? If...
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Whether you’ve done it once or many times, reporting out to your board on marketing’s performance can be both daunting and painful. From the hours spent gathering data to prove your existence to weaving the story together, the overall experience is often stressful, to say the least. It doesn’t have...
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This is the third in a series of blogs about the CMO / CFO relationship and with my interviews with Don Hawley, multi-time CEO and former CFO of Worlds of Wonder, the 1980s toy company that grew explosively and was famous for Teddy Ruxpin, the talking teddy bear. ...
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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, US department store merchant (1838 – 1922) A marketer’s challenge is in distinguishing between high-performing and under-performing campaigns. Those with simpler marketing mixes may have something as simple as a...
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This is the second blog in the Chief Marketing Officer and Chief Financial Officer communication series featuring my discussion with Don Hawley former CFO and CEO, now president of DLH Consulting and Vistage Chair. BC: When we spoke a few weeks ago you mentioned to me how important it...
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Last week, I had the pleasure of attending the annual MarTech SF event for the second time. I’m very passionate about the marketing technology industry, and this event was (and always is) an opportunity to get a pulse of the market. Martech is seemingly maturing more and more, whether it’s...
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