Adverity's Marketing Analytics State of Play report identifies the top three challenges for marketers and data analysts in the US, UK, and Germany. The company surveyed 964 marketers in total. Here is a summary of their findings and what marketers and data analysts can do...
Artificial intelligence is not artificially intelligent. Is there artificial intelligence in artificial intelligence? Unfortunately, there isn't. Artificial intelligence is just a computer taking data and using its programming to analyze it. We can't present a computer with a data set and have it give a result...
How can marketers ensure that their marketing analytics projects are successful? I believe there are four phases of a successful marketing analytics project: Define the scope of the business question Gather good data Choose the right analytics model Apply the insights to your marketing operations Watch the...
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...
