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Marketing Analytics & Data

How to measure marketing effectiveness for acquisition and member campaigns

It's crucial to measure marketing effectiveness for acquisition and member marketing campaigns to make informed, data-driven decisions that optimize budget allocation and drive positive outcomes. While each marketing method presents challenges, we walk through various measurement techniques and strategies can be employed to overcome these obstacles.

Article

Marketing Analytics & Data

5 essential jobs in a go-to-market analytics team

Mastering the five essential jobs in a go-to-market analytics team—reporting, true analysis, targeting and segmentation, measurement, and prediction—is key to unlocking success. Read through the blog to learn about each job, gain additional insights, and get best practices for optimal results.

Resource

Go-to-Market Strategy

Unlocking growth through the power of key account programs

For all the promises Key Account Programs (KAM) programs make around developing strategic relationships and driving sustainable revenue growth, almost half of KAMs fail or need to be rebuilt. Download the framework to learn how to develop a successful KAM program and get our checklist of …

Article

Marketing Analytics & Data

Deliver brand success backed by data science

Learn how to leverage data/latent factors for marketing effectiveness—balancing quantitative science and qualitative insights—to optimize brand building and strategy.

Article

Go-to-Market Strategy

The power of aggregators in healthcare

Aggregators are an integral part of the health insurance landscape, offering companies the choice to actively capitalize on their strengths or passively receive sales. Read the blog to learn more about the power of aggregators in healthcare.

Article

Marketing Analytics & Data

4 situations when marketing effectiveness measurement is especially helpful

Marketers can’t optimize on last-touch attribution alone, and educating internal stakeholders on how marketing channels work together has long-term benefits. Access the blog to learn about four situations when marketing effectiveness tools can be particularly helpful.

Article

Marketing Analytics & Data

From state lines to sales lines: Unraveling the power of ZIP Code analytics

Transforming raw data—whether latitude/longitude, address, zip code, or census block—into actionable insights requires the right combination of talent and automation. Learn how Ari's open-source package solved the limitations of R mapping when using Census data to overlay demographics on zip codes.

Article

Go-to-Market Strategy

Balancing self-service and agent-led channels in healthcare

To succeed in the healthcare industry, it is time to embrace the notion that channels don't choose customers; customers choose channels. Using the three key steps we cover in this blog, find the right balance between self-service and agent-led channels.

Article

Marketing Analytics & Data

The right marketing mix for various scenarios

Our Chief Analytics Officer, Andy Hasselwander, covers what he has learned from measuring go-to-market effectiveness across many different industries during his career. From five product dimensions that matter when choosing a marketing mix to the 4 marketing mix decisions that matter.

Whitepaper

Go-to-Market Strategy, Marketing Analytics & Data

A year-in-review: Marketing effectiveness trends

2023 was another fast-paced year when it came to marketing measurement. Download the whitepaper for an 14-page summary of marketing effectiveness trends from 2023 and predictions for 2024.

Whitepaper

Go-to-Market Strategy, Marketing Analytics & Data

A roadmap for modern B2B go-to-market: Part 2 – operations and analytics

The second whitepaper in our series, “A Roadmap to Modern B2B Go-to-Market,” encompasses two main topics that enable growth—Operations and Analytics. Download the comprehensive 47-page whitepaper and learn more about this 3-part series.

Whitepaper

Brand-to-Demand Marketing, Go-to-Market Strategy, Marketing Analytics & Data

Channel disruption: Navigating 5 fundamental shifts in healthcare marketing and sales channels

Drawing on deep industry expertise, this paper examines five disruptions impacting go-to-market strategy along with specific best practice solutions. Download the comprehensive 29-page whitepaper to learn more about navigating channel disruptions in healthcare.

Go-to-Market Glossary

With over 25 years of experience helping Fortune 1000 clients solve the toughest B2C and B2B marketing and sales challenges, we know Go-to-Market®. We created the definitive glossary of go-to-market terms to help your organization get on the same page, whether you work in revenue operations, marketing, sales, product, or customer success. Driving actual growth requires alignment across the organization—and being clear on terms is the first step.

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Featured

How to measure marketing effectiveness for acquisition and member campaigns

5 essential jobs in a go-to-market analytics team

Unlocking growth through the power of key account programs

Deliver brand success backed by data science

The power of aggregators in healthcare

4 situations when marketing effectiveness measurement is especially helpful

From state lines to sales lines: Unraveling the power of ZIP Code analytics

Balancing self-service and agent-led channels in healthcare

The right marketing mix for various scenarios

A year-in-review: Marketing effectiveness trends

A roadmap for modern B2B go-to-market: Part 2 – operations and analytics

Channel disruption: Navigating 5 fundamental shifts in healthcare marketing and sales channels

Go-to-Market Glossary

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