Ecommerce has it easy…There are clear expectations around why a website exist and how to increase value. In B2B, most transactions happen offline, usually over the span of months (or maybe years). How do you show the success of your marketing efforts through data? What do you measure and how do you tell that story to your senior leaders? Vanguard will explain from start to finish how the analytics team discovered key events, achieved buy-in, and developed a visit score model to showcase marketing success over time.
After this session, attendees will be able to:
- Achieve buy-in among a siloed organization to define key business goals
- Use your data to create a visit engagement score measuring key activities online
- Understand the possibilities for further developing this model and finding deeper insights within your business