How Advanced Analytics Changed My Career

big change

I was sitting with the sales team at CaliberMind and we got into a discussion about why the product is so exciting. They rattled off some stuff about end-to-end funnel reporting and an ability to measure return on investment.   Sure. That’s all true. But that’s not why I was excited to first learn about […]

The Definitive Guide to Mult-Touch Attribution

Multi Touch Attribution

    “We’ve tried multi-touch attribution, and it doesn’t work.”   We’ve talked to a lot of people about marketing analytics. Many are frustrated by the promises made by marketing attribution platforms that fell short of expectations. Despite all of the data at our fingertips, many companies still struggle with telling a coherent story about their marketing […]

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 […]

How to Fix 7 Pitfalls When Calculating Return on Ad Spend

Marketing Data Stages

Understanding return on marketing investments is more critical than ever. We’ve exited a reasonably long stretch of economic stability, and business leaders are adjusting accordingly by asking more detailed questions of marketing—particularly around digital ad spend.   It turns out these are smart questions to ask! According to a January 2021 Forbes article, P&G turned off […]

A Big Transition: Lessons Learned Pivoting to Digital Events

teleconference

A Big Adjustment: In-Person to Digital Events Every year, Cornerstone OnDemand throws two huge parties—called Convergence—in the form of user conferences. One takes place in EMEA, and the other in North America. Customers use the event as a way to welcome new employees to their team, network with other professionals in the learning space, and […]

Which Half of Your Advertising Budget Are You Wasting?

Which Half Are You Wasting

Over 100 years ago, John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”   It turns out that not much has changed.    According to a January 2021 Forbes article, P&G turned off $200 million of digital marketing, Chase reduced website ad coverage by […]

Fivetran Webinar: What’s a Customer Data Platform?

powered by fivetran

The New Edge for Customer Data Platforms Automated Data Integration   Recently, our CEO (Eric Westerkamp) was invited to present during a Fivetran webinar. During this presentation, he covered what a customer data platform does and does not do, what is unique about CaliberMind, and what people should consider before building their own customer data […]

6 Things We Learned From 2020

What 2020 Taught Us

2020 has been… Well, it’s been a bit of a dumpster fire. We kicked the year off with Australia literally on fire and somehow managed to continue to spiral. Even the 2020 Word of the Year award didn’t go as expected. The Oxford English Dictionary selected dozens. Doomscrolling, blursday, quarantini, and covidiots all made the […]

The #1 Reason It’s Time to Invest in Marketing Analytics

Data Driven Marketing

“If it’s not in Salesforce, it didn’t happen.”   It’s a fine slogan for a VP of sales, but it’s an outlook that should never be adopted by a CMO or CEO. The rest of the organization (product development, operations, finance, customer success, etc.) already knows better.   Organizations need an array of applications to […]