Identity Resolution Demystified

identity resolution

We’ve talked a bit about Google’s announcement, and it’s a really big deal.   Warning: This probably won’t be the last post related to the topic.   As a result of Google’s announcement, 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. […]

The Death of Third-Party Cookies Isn’t the Death of Marketing Analytics

internet diagram

A year ago, Google announced its intent to phase out third-party cookies. On March 3, 2021, they made it clear that they have no intention of providing companies with an alternate means of gathering user information through Chrome, and third-party cookies will be obsolete by 2022.   *Cue panic.   This isn’t a new development, […]

Back to Basics: Campaign Best Practices

Campaign Hierarchy best practices

We had an excellent question in our MasterOps Community recently:   What are the best practices for campaign structure? Is there a gold standard for campaign hierarchies?   Of course, businesses will need to cater best practices to their business processes, but there are a lot of campaign configuration changes that can form a foundation […]

The 6 Phases of Inheriting a Marketing Tech Stack

Inheriting a Tech Stack

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.   […]

3 Real-World Attribution Use Cases

Attribution Use Cases

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 […]

2020 Guide to Chain-Based Insights

2020 guide to chain based insights

  “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 […]

Announcing the New MasterOps Community

artboard

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 […]

Revenue-Driven Marketing Ops: The People, the Stack, the Return

matt solomon

The People Building a reliably savvy marketing ops team is un-chartered territory for many companies. If you are at its helm, you have a lot of questions to answer: How should the team fit into the organization? How will you work with sales or other revenue teams? How do you secure budget? How do you […]

Revenue Analytics & Attribution Done Right

analytics attribution

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 […]