Category Name - Align BI

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Test 1

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Rules-based attribution models are hurting your CMO’s career

You’ve probably seen this stat around the last few years: the average tenure of a CMO is 2 years; the shortest of the c-suite. I don’t know if this is true or how to validate it. But it’s probably directionally correct. B2B CMOs are under immense pressure to perform on many fronts. They must...

Weave Improves Marketing ROI With Media Mix Modeling

Key results: → Real-time insights into every marketing channel → Reduced CAC, higher ROI on the right marketing channels → A custom media mix model built in just 30 days Marketing attribution is often a data exercise that evades many marketers. Some try to attribute channel performance by measuring first touch, others use last...

How Media Mix Models Are Generative AI

Is there a generative AI approach to marketing measurement? In the world of B2B marketing analytics, most companies are still using rules-based attribution models. These models use rules to determine the impact of each advertising channel on the overall success of a campaign by assigning credit to steps in an individual’s or company’s path...

Instructure Improves Their Funnel Insights by Modernizing Their Marketing Data Warehouse

Key Results: With the transition from marketing arts to the science of marketing—many companies struggle to get insights early enough in the funnel to make critical changes down the line. And the ROI is hard to find if you have to build out a team of engineers and data scientists to analyze every inch...