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...Today, cross-channel attribution can give us more insight into the customer journey than we've ever had before. Where they were once imaginary things meant to illustrate the way marketing efforts work together, today we can literally see our marketing funnels in action, visualized on-screen. Since the conceptual is becoming less important than the actual, the lines between stages of the funnel are blurring, and the flow of the funnel is becoming all that matters.
Because of this meshing of channels, we are witnessing a need for approaches to marketing that embrace the convergence of media. Who cares what PR did? What does it matter if it was your content marketing team or your sales enablement team who used to get the credit for a new tranche of prospects? Today, a marketing win is a win for marketing, and a win for digital.
Some companies are investing in extracting insights from digital channels that can be applied to digital channels, regardless of departmental titles. They do this for clients, but more and more, their marketing analytics teams also help them understand their business better....
Jamie Tedford says forget silos, learn the new tools including big data.