Insights

How Marketing Analytics Drives Decision Making in Health Care

Health care organizations of all types are at the forefront of this new era. Big data is creating enormous opportunities not only to improve patient outcomes and manage costs, but also advance marketing efforts. Organizations that can combine data, analytics and strategy will be able to implement...

Top 10 Questions to Ask Martech Vendors

Choosing the right tool is challenging. There are typically multiple vendors for each type of solution, and the process of getting quotes and comparing features and functionality can be lengthy.

How Multi-Touch Attribution Helps Brands Master the Multiverse

The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and...

Our Head of Analytics on the Future of Attribution

While marketing mix modeling can answer key channel allocation questions, this approach only works at an aggregate level. To tactically understand how an individual spot or ad performs, marketers need multi-touch attribution.

Four Best Practices for Maximizing Marketing Effectiveness

As consumer expectations and demands continue to evolve, marketers must keep pace. To create the best consumer experiences and the greatest returns for their business, they must pursue an audience-centric approach to marketing and advertising that puts the customer at the center of everything they...

Why You Need a Data Taxonomy

Multi-touch attribution harnesses your data like a seasoned cowboy at a rodeo so you can get the insights you need. But making the most of this tool requires a few key steps first.