Advanced Marketing Analytics Consulting
Our Advanced Marketing Analytics Consulting Services enable marketing leaders to track strategic metrics like ROI, impact on the pipeline in real-time and confidently demonstrate marketing’s impact. Most of the marketing organizations have some sort of reporting cadence in place to measure the operational KPIs from email metrics, web metrics to funnel performance metrics. While these metrics are good enough to provide the insights into how marketing tactics have worked in the past or are working in terms of engaging with prospects and customers, such basic metrics fall short of providing the key insights for marketing leaders that would help them demonstrate the ROI and contribution to revenue, pipeline from all their marketing spend. This is where our advanced B2B marketing analytics services have proven to be super valuable for our customers.
As part of these marketing analytics services, we leverage a closed loop reporting system between marketing automation and CRM systems that enables end to end tracking and quantifying of all marketing effort. With extensive experience and strong background in marketing analytics consulting, our team will be able to set you up for success when it comes to demonstrating your marketing organization’s impact on the revenue and pipeline of your company. Whether it is about Marketing Data Warehousing and Reporting/Analytics platforms (like Snowflake, Amazon RedShift, Microsoft SQL Server, Alteryx, Tableau, QlikView, Looker, Periscope Data, Pentaho, MySQL) or Web Analytics platforms (like Google Analytics, Omniture, Hotjar), our marketing analytics consulting services team has advanced expertise and technical competencies around both the business aspects of marketing and what it takes to build robust marketing tech stack infrastructure, implement tools and processes to provide marketing organizations with these valuable insights.
Our advanced marketing analytics services covers 4 key areas and here also, we will engage with you to understand the operating model of your marketing organization and the KPIs that are important to you.
- Multi-Touch Attribution Analysis
- Marketing Events Analytics and ROI
- Marketing Pipeline Acceleration and Influence
- Marketing ROI Analysis and Insights
Once we have gathered all the inputs that are relevant for your organization and how you run your business, then by leveraging our competency, best practices and your valuable inputs, we will build custom reports and review them with you to discover actionable insights to optimize marketing strategy, demonstrate your impact with numbers and make informed decisions.
When it comes to advanced analytics, a very common question that we get is around the investment needed around building these competencies within an organization. We understand that analytics is an expensive discipline within any organization and on top of that the analytics tools do not come cheap either. We can totally relate to these concerns and we always make sure that we are able to work with in the budgetary constraints of our customers and still deliver on our commitment to empower them with these data driven insights so that they can be successful are able to get maximum out of their investments with us.
Our Advanced Marketing Analytics Services
We live in the world wherein multitude of marketing tactics and channels are used by organizations to engage with their customers. Given the connected world we live in and the means by which we gather information, for every deal that is closed, numerous marketing touches are involved from web engagement (visits, clicks) to email engagement, to webinars, e-books, white papers, in-person events and the list of possible touches goes on and on. While all these touches are have a varied degree of influence on the wins but they all come at a cost and it is not possible for any marketing leader to allocate her budget to these different tactics without some insights around how these tactics perform when it comes to winning those deals.
Gone are the days when a marketer could just go by what she “felt” was right. Finance and sales organizations expect marketing to make data driven decisions when it comes to budget allocation and also within marketing, the leaders increasingly want to feel confident about these decisions because it is these decisions that will help them meet their pipeline KPIs, the ones on which the success of marketers is increasingly being measured against. This is where multi-touch campaign attribution comes into play and as experienced marketer would say, this is one of the most complex marketing KPIs but at the same time this is the most valuable of all the KPIs as it drives marketing investment decision making, which in turn drives the results for the marketing organization.
Our years of experience at building complex attribution models has equipped us with the unparalleled expertise when it comes to multi-touch attribution. In collaboration with our diverse customer base, we have developed algorithms that are super easy to implement, understand and more importantly, they empower marketers when it comes to discovering insights about what tactics, channels are driving better returns across the marketing mix, which in-turn is powered by attribution models.
Whether it is an enterprise company or a start-up, in-person marketing events and trade shows are by far the most heavily used and the most expensive tactics across marketing organizations. In the digital world that we live in, the opportunity to have in-person interaction with prospects and customers is invaluable but such an opportunity does come at a significant cost. Marketers realize this and are always looking for the insights that would help them justify these huge spends from their budgets and also help them decide between the numerous investment options they have when it comes to events sponsorships, booths etc.
At marqeu, we feel that “events analytics” has been one of the most informative services for all our customers. Our expertise in this field is unique and sets us a class apart from our competition. This is one of the best examples of our unique expertise both in the business and technology, data sides of marketing.
As part of this service, we have helped our customers across the following areas when it comes to events planning and execution:
- Data and behavior driven micro segmentation for events invitation and pre-event information
- Events tracks and sessions planning based on audience persona and their interests
- Pre-event targeted information sharing to drive maximum engagement during the events
- Events attendance and sessions, tracks feedback analysis; mapping to marketing engagement and pipeline data
- Events content and presenters feedback analysis
- Pre-event and Post-event pipeline and engagement analysis to quantify the impact on new pipeline creation, existing pipeline acceleration
Our Approach to Multi-Touch Attribution
There are numerous companies dedicated to building attribution models for marketing organizations and many of them work well but our experience across numerous engagements related to attribution modeling has shown that most of the attribution models lack one key thing – they are pre-built models with limited options for customization and most of the marketing organizations have to align with them and measure their performance per the models. We at marqeu feel that it is fundamentally wrong! We live by the principle that it is marketing that should drive how technology enables and empowers it to be much more impactful and not the other way round. This is our mission at marqeu.
Across our customer engagements, we have seen customers using complex attribution models and algorithms that made them change the way they operate or measure their business. In some cases, these tools were customized to align with the business models but given how rigid most of the tools and methodologies are at the first place, they usually cannot withstand too many customizations and breakdown leading to never ending “maintenance and support” cycle, that leads to nothing but wastage of time and money for the marketers.
By leveraging our extensive experience in the field of marketing analytics, we have designed “a marketing driven approach to multi-touch attribution” that has a set of guiding principles and parameters.
During our engagement, we review this approach with the marketing teams and enrich it with the insights that we gather from the marketers around how they operate their business. When we are fully armed with the knowledge around how a business operates and are aligned with the marketing team on how they would like to attribute the pipeline amounts across each of the tactics in the marketing mix, it is then we turn to technology to start building the attribution model that is designed from the grounds-up just to work for your business. In this approach, there is no customization or fixing needed as the model is built from the grounds-up just around how an organization runs its business. Think of this approach as making your “own pizza” approach to multi-touch attribution. This approach of letting business drive the technology definition and implementation has been of great success for all of us especially on attribution related projects.Though our models are fully customized to align with how an organization operates but they do align with the key approaches to attribution as well:
- First Touch
- Last Touch
- Multi-Touch, Equal Weight
- Multi-Touch, Weighted
Our models are built using freely available data analysis tools. From the perspective of our team at marqeu, the most valuable component of attribution modeling is the understanding of how a business operates and ofcourse, data from the CRM and Marketing Automation platforms.
Marketing ROI Analysis and Insights
Marketing is largely seen as a cost center across the c-suite, but we have changed that perception for all our customers by equipping them with the data and insights that empower them to demonstrate their organization’s impact on the pipeline (both sourced and influenced) and revenue by each of the tactics and even individual campaigns. This not only helps the marketing leaders demonstrate the impact that they are making in their organizations, inspire/reward their teams but it also helps them make confident decisions around optimizing their marketing strategy, budget spend/allocation and execution.
Marketing Pipeline Acceleration and Influence
Increasingly, marketing performance is being measured by its impact on driving pipeline both net new and acceleration of the existing pipeline across the funnel towards wins. With our expertise in marketing data warehousing, data snapshots, data visualization and advanced analytics, across all our customer engagements we have built marketing performance dashboards to empower marketers with these 2 critical KPIs.
For these 2 metrics, we are able to relate marketing driven engagement across the accounts with the pipeline in those accounts. These pipeline correlations of the marketing activities provide valuable insights to our customers when it comes to understanding “when” the new opportunities were created in the marketing engaged accounts and for the accounts with existing opportunities, how marketing able to influence deal expansions and accelerate deal closures. These 2 KPIs provide a solid foundation for marketing leaders have impactful conversations with their sales counterparts and drive a strong alignment with sales. We have seen that these are the 2 are among the most actively tracked KPIs by marketing leaders across the board.
Let’s discuss how we can help your team demonstrate a measurable impact.