If your marketing team is using a spreadsheet to drive planning and collaboration, they’re doing it wrong.

Posted by Bruce Brien on 3/7/19 9:37 AM

Spreadsheets were developed to manipulate numbers, not to juggle marketing campaigns, sales leads, the demand center, teams divided by region or country, or conflicts between digital campaigns and events. In fact, the more information crammed in to a spreadsheet the more unwieldy it becomes. The harder it is to use, the more the data becomes siloed. And when the data is siloed, it might as well not even exist.

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Topics: Marketing Planning, Marketing Analytics, Effective Planning

Turn Marketing Analytics into Sales Enablement

Posted by Patrick Kilgore on 2/1/17 10:43 AM

The most effective marketing organizations in 2017 (and beyond) will be those who break down any remaining barriers that prevent them from working harmoniously with sales. Collaboration is the path to better results for both teams, a bigger contribution to the company’s bottom line, and a clear justification for getting a sizeable budget renewed each year.

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Topics: Marketing Analytics, Hive9, sales, sales enablement

Marketing Insights in Real-Time

Posted by Patrick Kilgore on 11/9/16 2:25 PM

Real-time data has become a common expectation in marketing technology products. Once you know the option exists to see how your marketing campaigns are playing out instantaneously, who wants to wait days, weeks, or months?

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Topics: Marketing Analytics, Hive9, Effective Planning

You Need Marketing Insights Now. Why Wait?

Posted by Jackie Gonzalez on 10/14/16 10:50 AM

Marketing data has come a long way. The insights we can now glean from marketing analytics give us the power to make huge strides in how well we do our jobs. Of course, the path from marketing data to clear, actionable dashboards and reports depends on some pretty powerful tools.

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Topics: Marketing Analytics, Hive9, Business Intelligence

How to Use Analytics to Make Your Marketing More Human

Posted by Patrick Kilgore on 2/5/16 5:20 PM

We all have brands we like and maybe even, on some level, feel connected to. But at the end of the day, brands are still brands. It’s a much bigger uphill battle to encourage engagement or connection with a brand than it is with a human being.

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Topics: Marketing Analytics, Hive9, Marketing Stream

5 Tips for Putting Your Marketing Data To Good Use

Posted by Patrick Kilgore on 1/15/16 5:02 PM

How much time do you spend looking at marketing data in spreadsheets? All those numbers, charts, and graphs you and your marketing operations collect and try to parse in the hopes of gaining a deeper understanding of how well your marketing is performing – are they really helping you improve?

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Topics: Marketing Analytics, Hive9

2 Reasons Why CMOs Can’t Rely Solely on BI Tools

Posted by Patrick Kilgore on 12/31/15 10:05 AM


CMOs often invest in or depend on existing Business Intelligence (BI) tools, in the hopes they can gain new insights to improve decision making. There are mountains of data locked away in silos and business systems, and BI tools give users hope of finding it. So why do so many BI tools fail to deliver?

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Topics: Marketing Analytics, Hive9

Is Your Overall Waterfall Masking Issues?

Posted by Munira Fareed on 12/29/15 11:15 AM

A common myth is that waterfalls don’t lie. But if you’re looking at only your overall waterfall, you might be missing some key points. Think back to your recent quarterly business review.

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Topics: Marketing Analytics, Hive9

Why A/B testing is So 2010

Posted by Ben Gawiser on 12/4/15 12:23 PM

According to its technical definition, A/B Testing is the “randomized experiment with two variants.”  As we consider the complexity of today’s world, however, we start to understand that the optimal answer may not be A or B and in fact, it likely isn’t.

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Topics: Marketing Analytics, Hive9, Marketing Stream

What Does Gartner Have to Say about Marketing Dashboards?

Posted by Munira Fareed on 12/2/15 10:11 AM

Gartner recently published research aimed at helping marketing leaders overcome their struggles with getting value from their dashboards.

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Topics: Dashboards, Marketing Analytics, Hive9

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