Marketing Mix Modelling & Data Driven Attribution

由于查询和销售收入之间的脱节，B2B营销很难衡量。客户旅程是漫长而复杂的，跨越多个营销/销售接触点、学科和内容，包括线上和线下。挑战来自于越来越多的营销渠道、孤立的数据和隐私政策的兴起。离线事件也无法捕获，并且并非所有在线数据都可以访问，从而导致无法测量的提升。我们的项目将使营销人员获得远见，如何最好地分配预算，以最大限度地提高投资回报率，以及如何优化营销策略的日常。

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.