BMA – Gaining Truth and Actions from Attribution

full.pngAs 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.

blue.PNGInteresting: Blue Jeans start from equal touch attribution, what makes sense.

Innovative analytics point: Blue Jeans used to have a three persons analytics team, which served needs of different case-study.pnggroups, 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Marketing fables: “An outdated e-book converts 5 times better than anything else…”  🙂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?  🙂

demand.png

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.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s