All Things Data-Driven Marketing

Behavior-Based Attribution Using Google BigQuery ML

Why create a custom attribution tool? Because with out-of-the-box tools, you’re limited by their functionality, data transformations, models, and heuristics.

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The 10 Most-Read Articles of 2019

Time flies when you’re having fun. We published almost 90 posts this year. Here are the articles that captured more eyeballs than any others.

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The 2019 State of Conversion Optimization Report

This is the fourth edition of our State of Conversion Optimization report. The upward and downward trend data is increasingly interesting.

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Want to Know a Secret? Your Customers Do.

The carefully evasive proposal included intriguing tidbits: Jeff Bezos laughed when Mr. Kamen assembled an It for him [. . .] The proposal also included proclamations from tech-world celebrities like Steve Jobs, Apple’s founder, that the device might change urban life and could be as significant as the development of the personal computer.

The New York Times, January 2001

Dean Kamen’s code name for the project was “Ginger.” That was all most people knew. But few could wait to learn more. Deprived of source material, journalists wrote articles about articles. Finally, in December 2001, came the big reveal: Ginger was the Segway. 

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Abandoned Cart Email Offers: What We Learned from 1,000 Ecommerce Brands

Cart abandonment is a huge issue in ecommerce. So cart abandonment emails are often a top revenue generator. And discounts and offers within those emails are proven tactics for increasing conversions. 

All standard wisdom. But we wanted to see how ecommerce brands deployed their offers. Are “best practices” for offers prevailing? Which strategies are brands using—or neglecting?

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How We Took on Slack (and Lived to Tell About It)

How do you compete with one of the biggest names in your industry—and with a brand new product?

Three years ago, we launched Chanty, a SaaS application for team chat. This was nothing new. Thousands of apps are born and die each year. There was one difference—we were going against Slack, the giant that is the SaaS role model. Call it bold or stupid, but we had our work cut out for us.

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What 15 CEOs Learned Building Top Agencies

I asked more than a dozen successful agency CEOs to share how they’ve navigated critical moments—getting started, landing (and keeping) clients, scaling teams, and marketing their agency.

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How Much Do SaaS Companies Spend on Their MVPs?

Eric Ries once described the minimum viable product (MVP) as a version of a new product that allows a team to collect the maximum amount of validated learning about customers with the least effort:

Instead of spending years perfecting our technology, we build a minimum viable product, an early product that is terrible, full of bugs, and crash-your-computer-yes-really stability problems. Then we ship it to customers way before it’s ready. And we charge money for it.

The reasoning behind releasing an MVP is simple: The longer companies wait to release it—and the more money they spend building it—the riskier their product becomes.

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Tealium iQ: What Can It Do? And How Does It Compare?

When most people think about tag management, they think about Google Tag Manager (GTM), Adobe Launch, and Adobe DTM. And, usually, companies are using the tag manager provided by their chosen web and/or app analytics vendor.

This article highlights what a vendor-agnostic tag manager product, Tealium iQ, brings to the table. Tealium iQ is a feature-rich product that also has a unique angle to tag management compared to the market-dominating products.

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SaaS CRO: What You're Not Testing (But Should)

Think back to the last experiment you ran for your SaaS company. What were you trying to learn or improve? Maybe you wanted to increase email captures or free-trial leads

Now try to think of the last time you experimented with something other than your acquisition strategy. If you’re struggling, you’re not alone. 

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