Attribution is #complicated, and what makes it so difficult is organizing data in a sequential manner so that it can be analyzed. This difficult task may seem daunting, but once perfected, it unlocks several meaningful insights about your customer journey – not just how much “credit” a campaign should get.
Nic Zangre, VP of Customer Success & RevOps at CaliberMind, joins our host, Camela Thompson for this conversation on DIY Attribution. Nic shares his insights on why it’s critical for people to slow down and ask why, how those reasons change how we think about implementing attribution, and the instances where machine learning might not be the right answer and where it does fit really well.
Multi-touch attribution estimates which campaign channels are driving pipeline and bookings. It’s not easy, but there’s a reason companies go to the effort.
We’ve seen an increasing interest in how we handle identity resolution. It’s a great thing to wonder about because it’s timely and #complicated.
Marketers have come to rely on third-party cookies to track campaign effectiveness, particularly around digital ad spend and retargeting.
We had an excellent question in our MasterOps Community recently: What are the best practices for campaign structure? Is there a gold standard?
Walking into a new organization is bound to come with a few surprises, even if everyone is genuinely happy with their marketing infrastructure. It’s the nature of marketing operations. No matter how talented the previous person was, they inevitably cobbled together some creative solutions due to budget restrictions, time constraints, or lack of knowledge. […]
Marketing is one of those careers that everyone suspects they could do well. It almost seems intuitive. All you have to do is get the right message in front of the right people at the right time. Right? Developing and executing a solid strategy takes a lot more than intuition. The best marketers keep […]
“What’s my next best action?” We hear it from nearly every marketer we talk to, and we understand. We’re all concerned about maximizing our budget and limiting the time to sale. It stands to reason that knowing the chain of events that is most likely to lead to a sale and then replicating […]
Back in the Day Remembering back when I was a marketing intern (before “Marketing Ops” or “Revenue Ops” existed), we had two big systems to manage: Customer Relation Management (CRM) Marketing Automation Platform (MAP) Somehow, I got put in charge to administer both and was promoted to a Marketing Specialist. I remember sending […]
In the latest episode of The Revenue Marketing Report, Matt Solomon of Urban Airship gives an honest rundown of what it takes to evolve into a revenue-driven marketing ops team.
High-growth, revenue-focused marketers come to us with the same challenges over and over again (and I’ve been wrestling with these my entire career): We want a way to streamline executive-level marketing insights We want to free-up limited technical resources and ops budget We want to help manage an exponentially growing, fragmented dataset Until […]