Tag: Marketing Analytics

Marketing teams have traditionally used last-click attribution to understand which channel or campaign generated a conversion. While this approach is simple, it does not always show the full customer journey. Companies such as ServiceNow and Workday operate in complex B2B markets where customers may interact with multiple content formats,...

Digital marketing depends on understanding what customers need, how they behave, and what influences their decisions. Companies such as Adobe and Salesforce have built extensive marketing ecosystems around customer data, personalisation, and digital experiences. As businesses look for more reliable ways to understand their audiences, first-party data in digital...

Customers interact with businesses through many digital and offline touchpoints. They may visit a website, engage with social media content, open an email, watch a video, attend a webinar, or interact with a sales representative before making a decision. Looking at only one channel can therefore provide an incomplete...

Businesses use multiple marketing channels to attract visitors to their websites. These can include organic search, paid advertising, social media, email, referrals and content marketing. However, generating a high volume of visitors does not always mean a channel is delivering useful results. A smaller group of relevant visitors may...

Digital campaigns can generate plenty of impressions, clicks and engagement, but these numbers do not always indicate whether a campaign is reaching the right audience. Companies such as Adobe and Shopify operate across competitive digital markets where reaching relevant audiences and delivering the right message can influence campaign outcomes....

Digital marketing gives businesses access to multiple channels, audiences and opportunities, but running a campaign is only the beginning. The real challenge is understanding whether those efforts are producing meaningful results. Businesses need to know which channels are working, whether the right audience is responding and whether marketing activity...

As competition grows across Mumbai’s B2B market, organizations are investing more in demand generation to attract potential customers and support business growth. However, success is not just about running campaigns—it is about measuring the right KPIs. Tracking demand generation metrics helps businesses improve marketing performance, optimize budgets, and make...

Assume the role of detective. Your goal is to determine what aspects of your marketing are successful, what isn’t, and why. Your website traffic, social network likes, email clicks, and sales statistics all contain hints that point to the same place. This is where marketing analytics come into play,...