Marketing Analytics

Most marketing teams have some kind of data problem.  Either they don’t have enough data, they have too much of it, or most commonly, they don’t know what to do with it. And that’s why in this post, we’ll evaluate two of the most common ways businesses are currently putting their marketing data to work. ...

As the SaaS industry matures, there’s an increasing demand for SaaS companies to show their performance not only in terms of top-line growth but also with a focus on operational efficiency and cost structure. ...

When Google announced the Privacy Sandbox in 2020, the writing was on the wall for third-party cookies. This initiative, aimed at developing new ways to deliver targeted advertising while protecting user privacy, is set to phase out third-party cookies. Many marketers ripped up their playbooks after Google’s announcement, but there’s no need to panic. ...

Admit it. Everyone secretly hates annual marketing and sales reporting. So we’re here to make your end-of-year easier. Regardless of the industry, Q4 is arguably the most important and busiest time of the year. It’s the season of holidays, peak campaigns, and the last closing quarter for many businesses. Marketing teams are in the race ...

Making data-driven decisions is difficult without analytics tools to help you out. Even if your data already exists in marketing platforms, CRM, financial systems, or survey tools, this scenario doesn’t give the insight you need to draw decisions from your data. Luckily, there are multiple analytics platforms to choose from. We’ll cover two of them: ...

Marketing mix modeling or MMM is seeing a renaissance, over 60 years since it came into common use. Unlike most marketing attribution methods, MMM doesn’t require user-level data, instead of modeling what channels deserve credit for sales by statistically mapping spikes and dips in spend to actions and events in your marketing channels. Upgrading from ...

Vanity metrics is a term used for metrics that look good on the surface but don’t help you understand your performance or give any meaningful business results. This article focuses on organic traffic and assesses its role in measuring content marketing performance. ...

If you’re a marketer in a growth-minded B2B SaaS company, you would know how important it is to create, run and manage goal-oriented B2B SaaS marketing campaigns and achieve success. However, even if you have the world’s perfect software to offer your customers, a poor B2B SaaS marketing strategy can easily make your research and ...

There’s never been so much data available. According to Forbes, almost all of the world’s data was created in the past few years. Now that you have all that data, do you know what to do with it? And can it be done ethically, reliably, and efficiently? ...