According to a study from Allocadia, a marketing agency in Vancouver, Canada, 47% of marketing leaders in North America struggle to calculate return on marketing investment (ROMI), even though it is a key performance metric for their business. Why do marketers struggle to determine such a...
I recently asked my LinkedIn network what skills are most important for data-driven marketers to have today. I gave them four options: Excel skills Analytic methods Data validation techniques Other/comment We had an interesting discussion about the technical skills and soft skills that marketers need to succeed. After...
How do you determine your marketing effectiveness? You must measure your marketing and pick the right methodology to measure it based on the available data and the business question. There are four primary modeling types: 1) Attribution Modeling Attribution modeling is a great measurement model for all...
