Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Most organizations rely on traditional last-touch attribution, a simple model that assigns 100% credit to the last engagement ...

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly ...

Marketing your business in 2017 requires paying careful attention to which strategies are working and which aren’t. With the rapid proliferation of new marketing software and technology, cookie cutter ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

A custom multi-touch attribution model is built upon the basis of the full-path attribution model. If an organization is already investing in comprehensive touchpoint tracking required for full-path, ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

How do companies measure performance for the marketing dollars spent? Tracking the customer journey has become more of a fragmented task due to the omnichannel customer path to purchasing. Marketers ...

The goal of any apartment community is to get as many leases as are needed to keep the property as close to full occupancy as possible. In order to do that, most property management companies use many ...