Marketing Mix Modelling & Data Driven Attribution

B2B营销很难衡量，因为查询和销售收入之间的脱节。客户旅程漫长而复杂，涉及多个营销/销售接触点、学科和在线和离线内容。营销渠道数量的增加、孤立的数据和隐私政策的兴起带来了挑战。线下活动也无法被捕获，并非所有的在线数据都可以访问，从而导致无法衡量的提升。我们的项目将使营销人员能够预见如何最好地分配预算以最大限度地提高投资回报率，以及如何每天优化营销策略。

B2B marketing is difficult to measure due to the disconnect between enquiries and sales revenue. Customer journeys are long and complex across multiple marketing / sales touchpoints, disciplines and content both online and offline. Challenges arise from increasing numbers of marketing channels, siloed data and the rise of privacy policies. Offline events also cannot be captured and not all online data is accessible resulting in an uplift that cannot be measured.Our project will allow marketers to gain foresight on how to best allocate budgets to maximise ROI and how to optimise marketing strategies day to day.