Market share analysis is the practice of measuring how your brand’s sales, revenue, or customer volume compares to the total available market and to specific competitors over time. Done properly, it tells you whether your marketing is growing the category, stealing share, or simply defending what you already have. Most marketing teams skip it entirely,…
The Forrester Wave for B2B marketing data providers is one of the more useful reference points in the industry, not because it tells you which vendor to buy, but because it maps the competitive landscape at a moment in time and forces vendors to articulate what they actually do. If you are evaluating data providers…
B2B attribution breaks down when sales cycles stretch across months and touchpoints multiply across channels, teams, and buying committee members. The core problem is not the tools, it is the assumption that a conversion-focused attribution model designed for e-commerce can tell you anything useful about a deal that took nine months to close. What B2B…
Developing KPIs is one of those tasks that sounds straightforward until you’re sitting in a room with five stakeholders, each with a different idea of what success looks like. Done well, a KPI framework tells you whether your marketing is working. Done badly, it tells you what you want to hear, which is considerably more…
Tracking content performance in a long sales funnel is harder than most analytics dashboards make it look. The metrics that are easiest to measure, page views, session duration, form fills, tend to sit at the edges of the funnel. Everything in between, the content that shifts thinking, builds trust, and moves a prospect from curious…
Analytics leadership is the organisational capability to turn measurement into decisions, not just reports. Most marketing teams have more data than they can act on, and the gap between collecting it and using it well is where commercial performance is won or lost. The teams that get this right share a common trait: someone is…
AI brand performance in 2025 is not a single trend. It is a collision of three separate forces: AI-generated content flooding search and social channels, AI-powered measurement tools reshaping how marketers attribute results, and AI-assisted creative changing what brand building actually costs. Each one has real implications for how you plan, spend, and measure. Most…
Outsourced analytics means hiring an external team or specialist to own your data infrastructure, reporting, and insight generation rather than building that capability in-house. Done well, it gives you faster access to expertise, lower fixed costs, and cleaner data. Done badly, it gives you dashboards nobody reads and a vendor who knows less about your…
Real-time analytics changes business agility not by giving you more data, but by compressing the gap between what is happening and what you do about it. When that gap closes from weeks to minutes, the nature of decisions changes entirely. You stop managing campaigns in arrears and start managing them as they unfold. That shift…
AI and advanced analytics are changing how marketers process data, identify patterns, and make decisions, but the fundamentals of good measurement have not changed at all. The tools are faster and more capable. The underlying discipline required to use them well is exactly the same as it has always been. If your data is messy,…
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