Metrics. Measurement. ROI
Three little things responsible for marketers across the world waking up in cold sweats at night.
The thing is being a b2b marketer is not easy at the moment.
Your customers’ buying behaviours are changing, industry experts are shoving social and digital myths down your neck and worst of all your CEO is losing patience with woolly results from marketing campaigns.
Then came along big data. The measurement super hero. Ready and waiting with his team of insight tools, analytics experts and reams of spread sheets to give the answers marketers have been yearning after for so long.
However, as was clear from a recent debate hosted by ABBA and IAB, there’s a sticking point or two that is shadowing marketing from the shining light of insight