As usually, BMA presented a very insightful event. Attribution is a serious, and, sometimes, heated debate between marketing, sales, and even occasional marketing silos 🙂 Blue Jeans uses Full Circle Insights to monitor marketing generated leads and understand channel activity.
Innovative analytics point: Blue Jeans used to have a three persons analytics team, which served needs of different groups, including executive reports. As the team was struggling to fulfill all demands, a better organization helped to focus the efforts. Now each member of the team is “embedded” into a functional group and handles all analytics needs of that group (marketing, for example).
Why not make reporting a “self service” for the marketing group? As operations are busy with the campaign creation, it is highly unlikely they could find time to do deep enough analysis to understand what is happening with the campaign. A dedicated analyst has the time and a skill set to find and share campaign insights.
Marketing fables: “An outdated e-book converts 5 times better than anything else…” 🙂
Beside the topic of the meeting, marketers discussed new Sirius Decisions waterfall – who could resist? 🙂
Interesting – ABM is migrating into the waterfall and also experiencing an evolution of key concepts.
…Demand Unit Waterfall, which starts with a target market containing potential demand units. Demand units are defined as a buying group that has been organized to address a need the organization is challenged with. Demand units – not accounts – are usually the true targets that marketing (and product and sales) should have in mind when thinking about buyers. Buyer, needs and solution must match for a demand unit to exist.