Posts by: Mark Cunningham

Marketing Performance Measurement: A Maturity Model

I was recently invited to speak at a digital marketing and analytics event in Toronto. The agenda included an exploration of the current digital marketing landscape, best practices for using data and analytics to drive business growth, and a workshop component to assess how well these best practices were being followed in each of the attendees’ companies. The end goal was to provide practical advice that each person could implement in their business to drive a more effective digital marketing strategy.

The room was packed with Marketing VPs, Directors, Heads of Sales and a handful of Business Analysts, from some of Canada’s biggest businesses. I’ll be the first to admit that as a CEO, I’m not an in-the-trenches digital marketing expert. Fortunately for everyone, my two co-speakers were. My purpose for being at the event was to share my experiences, as well as our customers’ experiences, in applying data and analytics to measure and improve marketing performance.

My favorite part of the event came early on. Having done introductions and some initial scene-setting we asked everyone in the room to honestly evaluate how far along they were on their digital marketing journey. We used what we call a “digital marketing maturity matrix” to help attendees identify their organization’s level of maturity in four specific areas of the marketing cycle; targeting prospects, capturing leads, nurturing leads, and measuring performance. Target, Capture, Nurture, Measure. Read More…

By on July 22, 2016

This is Stytch

Today we are launching a new kind of analytics platform. One that combines powerful, self-service data preparation tools with data discovery for everyone in your business. One that gives you a single, seamless user experience from initial data connection to collaborative dashboards. One that connects you to the world’s largest business database from Dun & Bradstreet directly from your analytics environment.

It’s called Stytch, and I’d like to tell you about how we got here.

In the Beginning…

“It’s the key to connecting everything together. There’s nothing else like it!”

That was Graham Ross, our VP of Product Management, effusing about the D-U-N-S number roughly a year ago.

If you haven’t heard of the D-U-N-S number, let me explain. D-U-N-S stands for Data Universal Numbering System. It’s the system by which Dun & Bradstreet assigns a unique nine-digit identification number to businesses around the world in order to establish a business credit file. Think of it like a social security number for businesses; used to uniquely identify and maintain firmographic information on more than 250 million global companies. If you’re a data geek like Graham and the rest of my team, the D-U-N-S number is pretty cool. Read More…

By on April 19, 2016

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