Marketing teams today have access to more channels, campaigns, and customer data than ever before. But having more data does not automatically mean getting better results. One of the biggest challenges marketers face is understanding which activities actually contribute to revenue. A customer might discover a brand through Google, read a blog post, click a…
Marketing teams have more data than ever before. We can see where visitors come from, which emails they open, which ads they click, and what they do on a website. But having all this data doesn’t always make one question easier to answer: What actually influenced a customer to convert? A customer may discover a…
Today’s customers rarely interact with a brand through just one marketing channel. A person might discover a company through Google, read a blog post, see a social media advertisement, return through an email, and finally make a purchase after clicking a retargeting ad. This makes it difficult for marketers to answer a simple but important…
