Fixing the 6 Biggest Gaps in B2B Marketing Analytics

5 Biggest Data Gaps

It’s a common spectacle witnessed in quarterly executive meetings around the world:   Marketing presents its contribution to the quarter’s revenue. Sales presents another number. Then the channel team insists that their data is correct. Everyone spends the remainder of the meeting arguing about who’s right.   Unfortunately, gaps in data guarantee that none of […]

When Predictive Models Break: A Case for Real-Time Data

RealTime Analytics Post

Any time human behavior is altered by significant events, we can’t be sure exactly how much people will change their spending and which habits will win out. When three or more major events happen simultaneously, we lose the ability to predict behavior with any amount of confidence.   Relying on static data is dangerous in […]