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Whether it’s Google Analytics, Adobe Analytics, IBM Analytics or others, we’re comfortable diving in to assess whether matters are configured correctly to deliver the information you need. Sometimes we’ll find that all the information simply isn’t being captured, or that information is being captured, but it’s being attributed to the wrong channels or sections. We’ll often find that goal- and funnel-related metrics are improperly defined or defined to simplistically. Occasionally, we’ve even found goal-related data being duplicated as they occur, far overstating the success of the website or its campaign-related pages. The list of problems and issues we’ve encountered goes on.
Marketing automation is expensive. We help validate the integrity of the data going into and residing within such systems. Often we’ll find a significant and costly duplication of records within such systems. Cleaning that data up and configuring things properly has sometimes saved a single client tens of thousand of dollars. We also make sure reporting out of marketing automation platforms matches what’s being reporting in web analytics. Often we’ll find material discrepancies in the data being reported or in the attribution reporting.