Attribution is about looking at the contribution of all channel activity to determine which channel or combination of channels are driving the sales and uplift. When it comes to CRM as one of those channels, assuming most of your existing customers are on your CRM program (permissions willing etc), you can easily get into a …
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How to embrace data-driven marketing decisions in your business
For anyone working in a business intelligence or analytics role, the value of data to drive decision-making is rarely questioned. Sometimes though it can be tough to convince stakeholders who would rather go with a gut feel, if they can’t access reliable data quickly. A key objective of any marketer is ensuring there is positive …
Marketing data management 2022 predictions
While many marketing data projects were on pause at the start of 2021, the lockdown easing has prompted organisations to reboot improvements to their marketing analytics and insights. 2021 was certainly a year of two very different halves. Fortunately, the second half saw some exciting marketing data management projects emerge and get underway. This is …
