Measuring Return on Analytics

The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics / data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful for executives in other areas (biotech, manufacturing, operations, etc.), all […]

Marketers – You’re Doing it All Wrong. How to Chop the Funnel in Half + Gain ROI.

In the past, my team and our clients have spent a lot of time, energy, and budget at the top of the funnel. Whether it be creating valuable content, writing clever emails, delivering webinars, or attending large tradeshows/events – we all have our “fingers crossed” that we can generate demand and handoff MQLs to our […]

Two “Magic Numbers” for Every CEO and Sales & Marketing Leader

As nearly every company aspires to have recurring revenue business model, investors and analysts are increasingly focused on two “magic number” metrics: ARR/CAC and NRR. More importantly, every Sales & Marketing executive and employee should be fully aware of these numbers. Customer Acquisition Payback (ARR/CAC): Customer acquisition effectiveness is increasingly being measured by expected Annual […]

Marketing Performance: Why Is It So #@$% Hard To Get Basic Results?

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, (attributed) More than 100 years later, marketing executives still feel John Wanamaker’s pain. CMOs are under intense pressure to deliver measurable returns on marketing investments. However, delivering consistent, reliable performance metrics remains a challenge for […]

Earn Your Seat in the C-Suite: 6 Steps to Actionable Marketing Reporting – Part 2

In our last post, we reviewed the first half of our 6 step plan to better reporting by developing a measurement framework. As promised, we’ve put together a comprehensive reporting guide at the end of the post with examples to help you implement this in your organization! To recap, here’s our list of 6 steps: […]

Earn Your Seat in the C-Suite: 6 Steps to Actionable Program Reporting

Do you find yourself with an endless supply of reports but unable to get answers to your most critical business questions? Don’t worry – you’re not alone. Many companies are faced with the same exact issues that you are. It’s very likely these companies have one or more of the following foundational problems: They don’t […]

Growing Your Marketing Math: 3 Places to Invest Incremental Marketing Analytics Budget

Marketing spend is on the upswing as the economic outlook and other key metrics trend up. One interesting statistic in the latest CMO survey, which indicates that marketers expect to spend more on marketing analytics. Current analytic spend is 7.1% of total marketing budgets and is projected to be above 12% over the next three […]

Get Better Reporting: Put the “Intelligence” Back Into Your BI Solution

Does your current business intelligence (BI) solution really support your business processes by enabling you and your team to draw intelligence and actionable insights from marketing and sales activity? For most organizations the answer is “No”, making the “BI” moniker a bit ironic. Most organizations struggle with reporting typically because, the reporting solution is hard […]