Topic: marketing measurement
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Gain Executive Trust Beyond Marketing Attribution
Traditional marketing attribution is flawed because it relies on rigid metrics that misrepresent performance and fails to capture the complexity of actual customer purchasing behavior. Attribution models oversimplify customer journeys by ignoring upper-funnel influences like brand building and wo...
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Design Holiday Promotions That Drive Sales
Holiday promotions should drive sustainable growth, not just temporary sales spikes, by avoiding profit-eroding discounts without a clear strategy. Effective promotions use price discrimination, offering targeted discounts with meaningful trade-offs to attract new customers without devaluing the ...
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Unlocking Creativity in B2B Marketing: Why It's Lacking
Many B2B marketing teams prioritize data-driven approaches over creativity, missing opportunities for deeper audience connections, as discussed by the creators of "ROI: The Musical." Companies often avoid creative marketing due to perceived risks, difficulty in measuring ROI, and a preference for...
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