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Marketing Analytics

B2B marketers have become more data-driven as they strive to track marketing’s performance. This section highlights tools, functionality and solutions for gathering intelligence about the buyer’s journey and applying that knowledge to marketing campaigns.

Bad Data-Driven Marketing? Fix Your Layer Cake

Most marketers feel pressure to focus on data. But without a real strategy, they wind up staring at numbers hoping something useful will appear. That’s not necessarily their fault. If the strategy doesn’t have a sound foundation, then the professionals relying on it will experience problems. They might wonder, “Why…
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