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Navigating Bias in B2B Marketing Event Scoring 

Just as engineers fine-tune their tools to ensure accuracy and reliability, marketers must calibrate their event scoring to avoid biases. Unchecked biases are like misalignments in a delicate apparatus, leading to inaccurate readings and misguided strategies. Diligently adjusting event scoring to account for these biases ensures you gather data-driven insights that accurately reflect the nuanced dynamics of customer interactions. Precision in your marketing strategies will allow you to navigate the B2B landscape with greater confidence and clarity.

DIY B2B Attribution: When to Connect Tools & How

We’ve had many conversations around requirements gathering and how you need to set attribution up differently based on what you’re trying to do. We’ve also explored data hygiene and best practices. The next stage involves discussing where we need to pull data from and where we’ll be pushing it. Misha Salkinder, Director of Customer Data Strategy, at CaliberMind, shares his insights on data connectivity in multi-touch attribution for B2B.

Tools and Tips for Building Your Own Attribution Model

Misha Salkinder, CaliberMind’s Director of Customer Data Strategy discusses the tools of the trade, including the pros and cons of each of your options. He also outlines the level of expertise and the time commitment that goes into attribution.

Why Marketers Need Engagement Scoring and Attribution

You Need Attribution and Engagement Scoring

There are a lot of tools on the market that specialize in either engagement scoring or campaign attribution. While they serve two very different purposes, they rely on very similar data sets and demand a reasonable level of data hygiene.   Even with the structural similarities, marketers are often forced to choose one investment over […]

Insights to Actions: Utilizing the Effectiveness Measure

utilizing effectivness measure

    We are lucky to be working daily with clients who have teams of analytical and questioning marketers that want data to drive their decision-making. In managing marketing teams, I looked for validation for our actions through past results and proper testing.   Analytical dashboards were often helpful, but the data was siloed and […]