Predictive analytics and generative AI, used together in a data-driven marketing strategy, give you something that neither delivers alone: the ability to anticipate what customers will do next and respond with content that is relevant enough to change what they actually do. Predictive models surface the signal. Generative AI acts on it at a speed…
Attribution reporting and the customer experience have a fundamental tension: attribution models are built on simplicity, and real customer behaviour is not simple. The more touchpoints involved before a purchase, the more any single attribution model will misrepresent what actually drove the outcome. That gap matters because budgets get allocated based on what attribution reports…
Competitive market research is the practice of systematically gathering and analysing information about your competitors, their customers, and the broader market conditions that shape buying decisions. Done well, it tells you not just where competitors are today, but where the market is moving and where the gaps worth owning actually sit. Most teams do some…
ABM KPIs are the metrics used to measure whether account-based marketing is working: engagement from target accounts, pipeline influenced by ABM activity, deal velocity, and revenue from named accounts. The challenge is that most teams track the wrong ones, or track the right ones in isolation, and end up with dashboards that look healthy while…
Predictive analytics in marketing uses historical data, statistical models, and machine learning to forecast future customer behaviour, campaign outcomes, and revenue patterns. At its most useful, it shifts marketing from reactive reporting to forward-looking decision-making. At its least useful, it gives teams a false sense of certainty dressed up in impressive-sounding numbers. The distinction matters…
B2B marketing KPIs are the metrics your team uses to measure whether marketing is contributing to pipeline, revenue, and business growth, not just generating activity. The challenge is that most B2B teams track too many metrics, measure the wrong things, and end up with dashboards that look comprehensive but tell leadership very little about what…
A pipeline review using analytics means examining your marketing and sales data at each stage of the funnel to identify where leads are progressing, where they are stalling, and what the data suggests you should do differently. Done well, it turns a status meeting into a decision-making session. Done badly, it becomes a slide deck…
Churn analytics is the practice of measuring, segmenting, and interpreting customer loss, with the goal of understanding not just how many customers left, but why they left and which ones you could have kept. Done well, it is one of the highest-return analytical disciplines in marketing. Done badly, it produces a number that gets reported…
Healthcare market analysis is the process of evaluating market size, competitive dynamics, patient behaviour, regulatory environment, and growth opportunity within a defined healthcare segment. Done well, it gives marketers and strategists a defensible foundation for positioning, investment decisions, and go-to-market planning. Done poorly, it produces a slide deck full of numbers that nobody acts on….
The marketing ROI formula is straightforward: subtract your marketing costs from the revenue generated, divide by those costs, and multiply by 100 to get a percentage. What makes it complicated is not the maths. It is deciding what counts as marketing cost, what counts as attributable revenue, and over what time period you are measuring….
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