Name: Measuring B2B Marketing Success in an Age of Privacy
Start: 2021-07-28T13:12:00Z
End: 2021-07-28T13:12:30.000Z
Location: BrightTALK
Rating: 0

Alight Analytics helps leading brands and agencies achieve their business goals faster through marketing analytics. ChannelMix aggregates marketing data from any source in a single platform that integrates with any BI, visualization or storage solution. Alight also offers a comprehensive suite of services for any analytics need. www.alightanalytics.com

Everybody gets excited about predictive analytics, data-driven attribution and other next-level analysis. But you can only do all the fun stuff if you lay a solid foundation of data first. 

Join Alight’s Matt Hertig as he breaks down all the different marketing and sales data you’ll need to optimize campaigns, create attribution models and predict the outcome of future spend. 

Got a question for Matt? Submit it during the live session, or send it to hello@alightanalytics.com!

Marketing Analytics Mythbusting: You’re (Probably) Not Ready for Predictive

Good marketing reports are (a) useful and (b) easy to consume. So you’re doing it wrong if you’re using a 90-slide PowerPoint deck to explain how your last campaign went. 

Join Alight’s Matt Hertig on July 29 as he explains a better way to report on marketing performance. Sign up for this month’s Q&A, and you’ll learn about the 5-1-5 Rule, the difference between optimization insights and value insights, and why PowerPoint is the devil. 

Got a question about marketing analytics? Send them to hello@alightanalytics.com, and Matt will do his best to answer them during our live session!

Marketing Analytics Mythbusting: This Is Why Your Marketing Reports Suck

When it comes to reporting on marketing performance, marketers can spend more than 80% of their time just pulling data and building dashboards. Sound familiar?

What if we told you there’s a better — and faster — way to share actionable insights with your bosses or clients? 

For 14+ years, Alight Analytics has helped the world’s leading brands and agencies to accelerate their reporting and unlock powerful insights into marketing performance. Now we want to share our strategies with you! 

Sign up for this fast-paced session where you’ll learn how to …

- Build a framework for producing reports more quickly — even daily! — with less effort from your team
- Focus your reporting to make it more meaningful and more useful for your audiences
- Create a long-term strategy for providing more and better insights to your stakeholders

The Marketer’s Guide to Better Reporting — Faster and With Less Work

Get the insight you need to drive growth with Alight’s analytics solutions for lead gen marketers. 
In this live demo, you’ll discover how Alight makes it easier than ever to …

- Create one dashboard to measure performance across marketing and sales
- Monitor leads, opportunities and other KPIs by geography, so you can identify your greatest areas of opportunity
- Forecast sales outcomes based on marketing budgets and performance 
- Optimize your marketing mix and predict ROI based on spend in each channel 

… all with one easy-to-use dashboard powered by Alight’s ChannelMix marketing intelligence platform.

Live Demo: How to Drive Growth with Alight’s Lead Generation Analytics

It’s the single dumbest thing about marketing analytics software. The sales guy makes it sound like you just need to push a button and, poof, out come the insights. No special skills or training required. 

But it never, ever works like that. To make your software run as promised, you either need a magical data fairy to wave her wand over it — or you need human beings who can set up campaign tracking, build models and keep your data flowing. 

On June 24, join Alight’s Matt Hertig as he breaks down all the expertise you need — that software alone can’t provide — to launch a high-performing analytics program.

Got a question about marketing analytics? Send them to hello@alightanalytics.com, and Matt will do his best to answer them during our live session!

Marketing Analytics Mythbusting: Software Doesn’t Come with a Magical Data Fairy

Here’s some good news: Third-party cookies might be dying, but data-driven marketing is still very much alive.

Alight Analytics’ Matt Hertig will show you how to measure and maximize marketing campaigns even as new rules and regulations make it harder to track and target individuals.

In this session, you’ll learn how to:
Optimize top-of-funnel media spend and ROI without user-level data
Create reporting that harnesses the power of first-party and zero-party data
Show how your entire marketing investment is translating to sales, revenue and other bottom-line metrics
If you’re accountable for marketing performance — or you report on marketing performance — you need to catch this session from a national leader in marketing analytics!

Measuring and Growing Marketing ROI in a Cookie-Less Future

It’s time for your next multi-channel marketing campaign, and everybody wants a piece of the action. Where should you invest your precious advertising dollars? You need a media mix model. 

In the latest episode of our Attribution 101 series, Alight Analytics’ Matt Hertig will open up the black box of MMM to show you how it can be used to guide your marketing investments to where they’ll deliver the biggest and best results. 

If you’ve got questions about media mix modeling — or about anything related to marketing analytics — submit during the live session or email them ahead of time to hello@alightanalytics.com!

Attribution 101 | Spending Smarter with a Media Mix Model

You’re SO close. You’ve created a data story that shares useful, eye-opening insights, and you’ve created a polished visualization to tell that story. 

But the job isn’t done yet. 

In the final installment of Alight’s Data Storytelling for Marketers series, you’ll learn how to present your data story to your stakeholders — and do it in a way that engages them and persuades them to take action. 

In this session, you’ll learn:
 
- How to tailor your presentation to the needs of the audience and setting 
- How to tell a longer, more complex data story 
- How to take the next steps in your storytelling journey

Data Storytelling for Marketers | How to Present Your Data Story

Explore the Media Performance Analytics solution from Alight Analytics in this live demo. Alight’s comprehensive reporting solution is a powerful way for marketers to measure and optimize their return on ad spend (ROAS). 

In this session, you’ll learn how Alight combines services and technology to deliver a complete analytics package for digital media marketers, including: 

- Performance dashboards for every channel in your marketing mix, including our latest for display and paid/organic social 
- A Cross-Channel Media dashboard that monitors activity and KPIs for all the paid channel in your media mix 
- A campaign planning and tracking tool that automatically brings together campaign performance data for holistic analysis, pacing and more

Live Demo: Media Performance Analytics

Seeing is believing, especially when it comes to marketing analytics. And nothing does a better job translating rows of datapoints into a narrative that anyone can understand at a glance. 
In the second installment of Alight’s Data Storytelling for Marketers series, you’ll learn strategies for building visualizations that make your insights and reporting more compelling, memorable and persuasive.

This talk will cover:

- Why visuals are so important for how human beings process information
- How to create dashboards and other visualizations that users can navigate with ease
- How to avoid the most common failures in visualization

Data Storytelling for Marketers | How to Visualize Your Data Story

Get up to speed on one of the most daunting tools for optimizing marketing: data-driven attribution.

In the latest session in our attribution series, Alight Analytics’ Matt Hertig will break down how marketers can use data-driven attribution to gain a more accurate understanding of what tactics and channels are truly creating ROI. 

If you’ve got questions about data-driven attribution — or about anything related to marketing analytics — submit during the live session or email them ahead of time to hello@alightanalytics.com!

Attribution 101 | Why Marketers Need Data-Driven Attribution Now

More than half of CMOs and senior marketers are disappointed in analytics because they aren’t getting the useful, actionable insights they expected. 

But you can change the dynamic and make your analytics come alive with good data storytelling. It’s a set of skills for making your reporting and insights more targeted, more relevant and ultimately more valuable to your end-users. 

In the first installment of our Data Storytelling for Marketers series, you’ll learn how to: 

- Identify the questions that your analysis should be answering
- Structure reporting so that it’s easier to produce valuable insights
- Showcase marketing’s impact in terms that users can clearly understand

Data Storytelling for Marketers | How to Develop Insights That Resonate

On March 31, Alight Analytics is handing out the cheat codes for marketing attribution — five “secrets to success” that make it easier to successfully use attribution in your insights and reporting. Also: We're giving away a $50 gift card, winner's choice! 

In this to-the-point session, you’ll learn …
-How to build a framework for producing attribution reporting
-How to choose the right attribution model for your team
-Why it’s important to clearly define what counts as a conversion

5 Rules for Marketing Attribution Success

So your display and social ads are getting a ton of action — awesome! But you’re only seeing part of the bigger picture if you can’t connect your paid media to conversions on your website. 

Matt Hertig, Alight Analytics’ CEO and co-founder, will talk about how your website can be the cornerstone to measuring marketing conversions consistently. To see the true impact of your campaigns, using your website to understand the path to conversion for all paid media is the first step to building a sophisticated analytics strategy.

It’s all part of Alight’s “happy half-hour,” our live monthly Q&A. If you’ve got questions about media attribution — or any other marketing analytics topic — submit them during the session or email them ahead of time to hello@alightanalytics.com!

Attribution 101 | Connecting Paid Media to Website Conversions

Sick of spending “holy-crap-that’s-a-lot-of-money” on paid media campaigns that go nowhere? It’s time to change the dynamic with media attribution. 

Matt Hertig, Alight Analytics’ CEO and co-founder, will show you how attribution can help you make better decisions in three key areas of your media spend. 

It’s all part of Alight’s “happy half-hour,” our live monthly Q&A. If you’ve got questions about media attribution — or any other marketing analytics topic — submit them during the session or email them ahead of time to hello@alightanalytics.com!

Attribution 101 | 3 Ways to Use Media Attribution in Your Marketing Campaigns

There’s more than one way to count conversions — and depending on the circumstances, each of them can be useful for measuring the impact of your marketing. It all depends on using the right method for the right situation. Jared Sloan, Alight’s VP of product development, will highlight best practices for accurately tracking your conversion performance!

Marketing Analytics: What's the Best Way to Measure Conversions?

Okay, raise your hand: Are you still a little confused by attribution modeling and media mix modeling? (Don’t worry, this is a safe space.)

Good news! Matt Hertig, Alight Analytics’ CEO and co-founder, is here to answer your biggest questions about attribution and MMM. What’s the difference? How do they work? And when should you use them? 

It’s all part of Alight’s “happy half-hour,” our live monthly Q&A. If you’ve got questions about attribution or media mix models — or any other marketing analytics topic — submit them during the session or email them ahead of time to hello@alightanalytics.com!

Attribution 101 | Marketing Attribution Models vs. Media Mix Modeling

Attribution isn’t just nice to have. At a time when marketing budgets are under tremendous scrutiny, it’s essential to understand what’s actually helping you attract more visitors, conversions and sales … if you can draw those connections correctly. 

In this expert but accessible session, you’ll learn:

-What are the 5 most common pitfalls when using marketing attribution
-How to choose an attribution strategy that’s right for your organization and its goals
-How any marketer can get started with attribution

The 5 Biggest Mistakes Marketers Make with Attribution

It feels a little scary right now for data-driven marketers. Third-party cookies are facing extinction, and major players like Apple, Facebook and Google are redefining their rules for how (or if) marketers can access audience data.

But things aren’t as bleak as they look. Alight’s Matt Hertig will explain how marketing teams can still use data to guide their campaigns and showcase their impact. In this session, you’ll learn: 

- Why a big-picture approach is better for assessing the overall ROI of marketing channels and campaigns 
- How first-party data still makes it possible to optimize ABM campaigns and other user-level outreach
- What marketers should be doing now to adapt to these and other changes on the horizon

(Originally presented in April 2021 with MarketingProfs)

Measuring B2B Marketing Success in an Age of Privacy

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