With the amount of data available today, you’d think that marketers would be confident in reporting the impact of their efforts. Unfortunately, a recent study from The CMO Survey found that the #1 C-suite communication challenge for marketers is STILL demonstrating the impact of their work on financial outcomes.
Part of the reason for this struggle is that while data is readily available, we aren’t tracking the right metrics, and may even struggle to understand how to set up proper tracking to access the information we need. And as we know, poor tracking leads to poor performance which leads to unhappy leadership teams.
In his presentation at Social Media Marketing World last week, Chris Penn took a deep dive into a framework for collecting high-quality data and the different options available for properly attributing the results of your marketing efforts.
The average consumer goes through more than five touch points with an ecommerce business before they convert. This number is trending upward, as companies and customers continue to interact across a greater number of platforms. B2B companies, with often greater price points and a longer buying cycle, may find the number of interactions with prospects prior to conversion even higher.
Staying up to date with your website’s analytics can seem like a full-time job. If you use Google Analytics, this past summer you were 
What good is great 
