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One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization's ability to analyze marketing effectiveness. This is indeed possible, and provides a powerful advantage to organizations who are successful. However the final outcome of great marketi...

In evaluating a marketing automation software investment, it's crucial to look at this overall stack and ensure that you will be able to access the right sources of data, keep that data clean, and then build an analysis framework on top of that. In this post, we'll look at the key foundational elements of good analysi...

Data is key to all your marketing efforts. Whether it is segmentation, personalization, lead scoring, lead routing, or marketing analysis, if you don't have clean and consistent data, your efforts will be built on the shakiest of foundations. However, when thinking about your marketing automation efforts, data m...

However, some minimal upfront efforts to understand and improve the quality of your data can greatly improve your effectiveness as a marketer.