It’s hard to believe but I’ve been doing B2B analytics for over 10 years now, and what surprises me the most is that I’m still not bored.
The same problems I encountered 10 years ago as a Marketo Analyst are still problems today and I still struggle with how to solve them.
In a B2B high-tech setting where I work there is a lot of emphasis on having precise marketing metrics that help guide smarter business decisions. But it’s a real struggle because:
- Capturing good data is not simple
- Tooling the systems to do the right thing with the data is not simple
- Organizing this data in a way that guides the analysis is not simple
- Interpreting and visualizing the data is not simple
- Explaining the results to colleagues is not simple
None of this simple – and every company I’ve worked with seems to offer their own unique set of challenges.
That’s what keeps this fresh for me – and keeps me coming back for more, year after year…
I know that we can do better – as a collective group of marketing data professionals – we can do better to enable our teams.
I’m going to commit to blogging about the projects I’m working on and the successes and challenges I’m encountering.
Even after 10 years I’m still learning every day and hope to share what I’ve with all you all.
I’ll cover topics like:
- Multi-Touch Attribution and Campaign ROI
- Marketing Reporting and Analytics
- Funnel Metrics
- Salesforce Dashboards
- Marketo/Pardot/Hubspot Stuff
I’m sure I’ll also go meta and write about consulting itself and some of the things I’m seeing out there.
Feel free to chime and let me know your thoughts too.
Oh and I’ll be sending out a weekly newsletter which will include the blog but also have additional content that I either didn’t have a chance to blog about yet, or other stuff I found helpful throughout the week.