Let's be honest, marketing measurement used to be simple. Way too simple. For a long time, we all leaned on models like first-click and last-click attribution. In that world, either the very first ad a customer saw or the absolute last one they clicked before buying got 100% of the credit. This is like giving … Read more
At its core, the biggest wins from marketing automation are boosted efficiency, smarter lead nurturing, and the ability to deliver highly personalized customer experiences at scale. It hands your team back the time they’d otherwise spend on repetitive tasks, freeing them up to focus on big-picture strategy and creative work that actually drives revenue. What … Read more
If you want to improve your marketing ROI, you have to start with a solid foundation of data you can actually trust. It all boils down to focusing on the core economic drivers—think Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC)—and then rolling up your sleeves to audit and clean up your analytics. Without … Read more
Multi-touch attribution is a way to measure marketing that gives credit for a sale or conversion to multiple touchpoints along a customer's path. Instead of dumping 100% of the credit onto a single interaction, it recognizes that several marketing efforts usually work together to land a customer. Beyond the Last Click: An Introduction to Multi-Touch … Read more
