Get a Breakdown on Multi-touch Attribution
Overview Multi-Touch Attribution (MTA) is a vital tool in today’s marketing landscape, enabling organizations to measure marketing effectiveness across various channels. Unlike traditional single-touch attribution models, MTA recognizes that no single interaction is solely responsible for conversions. Here’s a breakdown of MTA and why it matters. What is Multi-Touch Attribution? MTA measures marketing initiative effectiveness…
What MOPs Practitioners Need To Know About Google Analytics 4
Two years after Google introduced their next-generation measurement solution – Google Analytics 4 (GA4) – businesses using the legacy Universal Analytics (UA) solution must now upgrade to GA4 to continue tracking engagement on their digital properties. What does this mean for Marketing Operations (MOPs) practitioners? Whether MOPs directly manage Google Analytics may depend on the…
Centralized Data Enrichment – Start Your MarTech Evolution
(Part 1 of our series) Most marketing organizations start with data enrichment innocently enough. “We just need some key data to shorten our forms for better conversion,” or “wouldn’t it be great if we could validate our company data for MQLs?” Now, it seems like every organization has some kind of enrichment technology embedded into…
Maximize Your Lead-to-SQL Conversion with Regression-Backed Lead Scoring
Traditionally, most marketers have taken a “finger in the wind” approach to behavior scoring. That is to say, they scored and weighted lead behaviors based on the time investment it took for a lead to engage with a particular marketing tactic. A webinar recording that takes 40-minutes to watch would typically warrant a higher behavior…
Does My Martech Stack Really Need to Include a Marketing Attribution Tool?
Between the usual marketing buzzwords and the latest martech craze, there is no shortage of hype around the idea of marketing attribution and marketing attribution tools. It can quickly get confusing trying to sort through the myriad of specialized tools touted to solve all your attribution needs. Do you really need another specialized martech to…
Marketing Lead Reporting: How to Use Cohort Analysis to Understand Conversion & Velocity
As Marketers, we are all familiar with the typical funnel KPIs. We implicitly know the importance of measuring the funnel and creating a robust lead lifecycle processing framework, but we often do not know how or where to start with our marketing lead reporting. Hint: The key is less in the actual KPIs, but rather…
