How to optimise your marketing spend with Meridian
Optimising Marketing Spend with Google's Meridian
Google's new Marketing Mix Model, Meridian, offers a fresh approach to understanding and optimising marketing investments. In my latest article, I explore how Meridian leverages Bayesian inference to provide actionable insights into channel performance, ROI, and budget allocation.
While it requires some technical setup, the potential benefits for strategic decision-making are substantial.
If you're interested in data-driven strategies to enhance your marketing effectiveness, this piece provides a practical overview.
Why Your Sales Forecasting Fails: The Critical Role of Time in CRM Data and Machine Learning
Most sales teams are sitting on a goldmine of data—but their machine learning models are digging in the wrong place.
In this article, we reveal why sales forecasting often falls short, the hidden flaw in CRM data that’s undermining your insights, and how to fix it.
Introduction to Lead Scoring
Lead scoring is a vital strategy within Conversion Rate Optimisation (CRO), enabling businesses to assess the potential of leads converting into customers. By attributing scores based on key factors such as demographic data, behavioural patterns, and engagement levels, businesses can prioritise leads most likely to provide a substantial return on investment.
Introduction to Marketing Mix Modelling (MMM)
Marketing Mix Modelling (MMM) is a sophisticated statistical analysis method that allows marketers to evaluate the effectiveness of various marketing strategies and their direct impact on overall business performance.
Are OEM Partnerships worth it?
If you’re an early stage startup SaaS business thinking about entering into an OEM agreement then I have some thoughts from personal experience that I hope you’ll find interesting and give you some food for thought. It goes back a few years when the SaaS business I was involved with was still very much in a start-up mode and everything we did was all about growth. One day I was in a management meeting and we were discussing the fact that we had been approached by another SaaS vendor operating in a different market who was interested in using part of our product and adding it to their own portfolio under an OEM arrangement. It sounded like to good an opportunity to to turn down, but read on because not everything turned out rosy.
Are Your Sales Metrics Deceiving You?
Deal Cycle Time and Win Rates are critical metrics that help explain the cost of customer acquisition. When they are measured on false assumptions, they will inhibit efforts to make the best decisions for the business.
I discuss how this can happen, what the potential consequences are and how to avoid it.
How to make better decisions with AI simulations
Have you ever wondered what your world would be like if you could just wind back the clock, make a different decision about something you weren’t happy with and seeing how things played out? Wouldn’t it be wonderful if only we could try out different scenarios before committing to them? Well I have good news my friends, because this is an area where machine learning can really come to your aid and in this article we’ll take a look at what you can do and why it’s so useful.
Win more with eXplainable AI
AI has helped us to extract more meaningful insights from sales data, enabling us to improve the processes that drive more sales. When eXplainable AI (XAI) is added to the mix, you’ll find that suddenly you’re able to answer questions like “Why will I win this deal?” rather than “Am I going to win this deal?”.
9 Pitfalls to avoid predicting Sales Opportunities
In this post, we’ll explore some of the common challenges that can derail your efforts to predict sales opportunities accurately. Drawing from experience, I’ll highlight potential solutions to avoid these pitfalls and build a more reliable system.