Making the Build vs. Analytics-as-a-Service Decision for Marketing Analytics

By Kelly McKeown on June 1, 2021

Without the ability to unify disparate marketing data - stitch it together and organize it in a meaningful way - then visualize it to easily distill insights to drive business decisions - data is just data. While this is a common problem that marketing leaders list as a priority to overcome, many companies are still painfully and frustratingly pulling together data manually for reporting and analysis. In fact, in a 2018 Gartner survey they found marketing analytics teams spend more time

Read full article

Love Your Data ... and it Will Love You Back

By Kelly McKeown on February 12, 2021

As a marketer there are a lot of questions we need to be able to answer to make the best campaign and spend decisions. The top ones I’m asking myself these days are:

Read full article

How to Extract More Revenue Out of Your Brand Campaigns

By Kelly McKeown on April 28, 2020

Marketing leaders today have to get bullish about the kinds of sophisticated advanced analytics tools we choose and use—because each month that passes could represent lost revenue if we’re not making data-informed decisions based on accurate cross-channel data using the latest analytics approaches.

Read full article

Why Modern Marketers Face Increased Pressure to Perform

By Kelly McKeown on June 12, 2019

The Expanded Influence of the Marketing Leader

Digital marketing has changed at an accelerated pace and it’s not expected to slow down. The widespread adoption of Artificial Intelligence (AI) and Machine Learning (ML) to interpret the steady stream of incoming customer data has impacted the marketing game forever, bringing both challenge and opportunity. Today, marketing leaders from mid-sized organizations to global enterprises are expected to lead the charge (and expanded budget) for a

Read full article