Over the course of the last several years, our marketing team has been on a mission to find business value from data using analytics. In my role, I focus on demand generation via online channels, both inbound and outbound. As our web footprint has grown, so has our data and its irrevocable bond with digital marketing. As digital
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Marketers – like most people – like to see their accomplishments in some sort of visual representation. We are a profession who lives in PowerPoint, prezi or some other sort of tool that makes what you are working on look really, really good – sometimes – better than it really
I have been fortunate enough to work on some of our various marketing analytics’ implementations. One specific solution I have talked about before is Customer Experience Analytics (CXA), a solution that facilitates the integration of online and offline data for better customer insights and segmentation. It is a key part of our overall
I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age (full disclosure, SAS was a sponsor). In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling
My colleague Matt Fulk and I were looking for a follow up to our white paper, Lead Management Automation Using SAS, which covered our evolution with marketing analytics. One initiative that has really been rewarding to work on has been the internal implementation of our Customer Experience Analytics solution. For me,
For marketers with a lengthy, complex sales cycle, it is still imperative to engage a potential buyer as quickly as possible with relevant information. In an online world, tools like “click to chat” help with those willing to engage with vendors. In handling the volume of interactions of those who are not yet ready to
As a marketer, we must constantly think about engagement and conversion strategies with our customers and prospects. Specifically, B2B digital marketers have been holding some of their best content hostage behind registration pages. Even though conversion numbers continue to dwindle, this tactic is still the cornerstone for lead generation. We
As a B2B marketing organization that promotes market-leading business analytics software and services, we at SAS have encountered the challenges that stem from our customer’s changing buy-cycle habits, as more and more turn to online channels for their research, evaluation, and consideration phases. We talk about these challenges in the
This is my first post on this blog so let me introduce myself. I am Will Waugh – I am responsible for campaign management, channel optimization and marketing investment for Financial Services in the US. I am a B2B marketer with some big time business challenges. Traditional campaign management means