Brett Kahnke
Principal Analyst
Author Insights
Blog
The Perfect Multitouch Attribution Model Doesn’t Exist
If we can’t even build a car that can be all things to all people, why would we expect one model to be able to answer every tactic performance question? We work with clients to understand the specific intention of their marketing tactics, and then judge their performance within that custom context.
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Blog
Reaching A Verdict On Channel Marketing’s Return
The channel organization must have a strong interlock with the marketing operations team to ensure the measurement roadmap is focused on the right areas.
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Blog
Handling Complication And Complexity In Marketing Measurement
How to quantify the full value delivered by a B2B marketing organization is a problem that continues to inspire and frustrate in equal measure, even though technology has enabled tracking and reporting that was out of reach for most organizations a decade ago.
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Blog
Beware False Precision In Your Analytics
When using data to understand our world, we’re often comforted by exactness in measurement. But end users can rarely see the formulas behind our dashboards, so we need to ensure they don’t make decisions with false confidence.
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Blog
The Most Important Question in Measurement and Analytics
- There is one key question that every reporting and analytics team should ask themselves as they work
- The answers to this question drive clear decision-making in every phase of a measurement project
- Consistent reference to this question can improve the output and the culture of a reporting team
Blog
Steering Into the Skid, Part Two: Marketing Operations Considerations for Redirecting Spend in a Sudden Market Disruption
- A sudden disruption to the market can test the limits of a marketing operations team, delivering both risk and opportunity
- Organizations that have achieved a data-driven marketing process have greater flexibility to remain aggressive in the face of unexpected challenges
- Companies that are still pursuing a data-driven culture may determine the time is right to invest in this culture
Blog
Steering Into the Skid, Part 1: When Should Marketing Ops Recommend Reduced Spend During a Sudden Market Disruption?
- A sudden disruption to the market can test the limits of a marketing team, delivering both risk and opportunity
- Marketing operations can be a key contributor to the creation of a revised spending strategy
- It is critical to reassess your plan to identify if it was based on assumptions that are no longer valid and whether resources need to be allocated to new priorities