The Multi-Touch Attribution Guide for Marketers

A deal closes, hooray! It’s time to peer into the customer journey and glean insights so the go-to-market team can repeat the success. Was it the blog they first came through after clicking on its LinkedIn post, the ebook they downloaded next, or the call from the sales rep that closed the deal? But wait. …

Correlation vs. Causation: A Serious Upgrade in Marketing Insights

You could say that marketing campaigns are only as good as the data we collect. These insights are powerful and it helps us understand how to spend our dollars to put in our ideal lead.  But what if those insights aren’t giving us the full story, but we’re acting on them anyway? Then all of …

Causal AI is Trending

Artificial Intelligence and machine learning have made it possible for organizations around the world to improve processes and optimize efficiency. However, it has growing limitations with its ability to differentiate correlation and causation.  That means we think we’re being data-driven, but we’re actually jumping to the wrong conclusions. The impact of this can be comical …

The Future of Lead Scoring is Prescriptive

For over a decade, marketers have been using lead scoring to prioritize their engagement activities and drive revenue. Now it’s time to move on, and use the right tool for the job. We’ll show how a prescriptive approach is more effective and will do a much better job. Lead scores The primary use of lead …

No Code is the New Gold

Coding is no longer essential to be a successful enterprise—a daring declaration? We don’t think so.  With the rise of no-code data platforms, a huge barrier is lifted between tech and ideas. Companies are given the power and control over the building of their product without the need for a computing background. With declarative programming, …