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…
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….
Adobe Analytics competitors range from enterprise-grade platforms like Google Analytics 4 and Mixpanel to mid-market tools like Amplitude, Heap, and Piwik PRO. The right alternative depends on what Adobe is actually costing you, whether that’s licensing fees, implementation complexity, the internal expertise required to get anything useful out of it, or all three. Adobe Analytics…
Multi-touch attribution vendors promise to show you exactly which marketing touchpoints are driving revenue. The reality is more complicated. These platforms offer a genuine improvement over last-click thinking, but they also carry assumptions, limitations, and commercial incentives that most buyers never fully scrutinise before signing a contract. This article covers the main players in the…
Predictive behavioral analytics uses historical data, statistical modeling, and machine learning to forecast how users are likely to behave in the future, whether that is converting, churning, clicking, or abandoning. When it works well, it gives marketing teams a meaningful head start on decisions that would otherwise be reactive. When it is oversold, it becomes…
The Gartner Magic Quadrant for Analytics and Business Intelligence Platforms 2025 positions vendors across two axes, execution and vision, placing them into four quadrants: Leaders, Challengers, Visionaries, and Niche Players. The report is widely used by procurement teams and IT leaders to shortlist analytics platforms, but it measures vendor capability in aggregate, not fit for…
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