Lisa Fugere

Why Keeping Your CRM Clean Isn’t So Important After All

How would you grade the accuracy of all the data in your CRM? If you’re like most CMOs, you’d give it a D. If you’re lucky, you might say a C. CRM data is notoriously dirty; it’s outdated, disorganized, or flat out wrong. Marketing...

How to Solve the Multi-Channel Attribution Puzzle

Attribution modeling is one of the most intricate puzzles facing today’s marketers. In a digital world where offline touches still matter, how do we track the impact of all our marketing and sales activities to understand which areas deserve greater investment?The story of misguided...

5 Lessons in Multi-Channel Marketing from Coca-Cola

In today’s always-on culture, multi-channel marketing has grown to mean a lot more than just assigning a hashtag to a print campaign. Brands are cold calling, direct mailing, emailing, tweeting, search engine optimizing, blogging, and a whole lot more. Multi-channel marketing has become second...

How Customer Data Platforms Turn Big Data into Business Insights

How to transform big data into business insights is one of the most pressing and complex questions CMOs want to answer in 2015. An Experian Data Quality Benchmark Report found that 95% of global companies feel driven to turn data into insight. How does...

5 Things Marketers Need to Know About Data Science

Data is stressful. It’s this enormously complex and massive presence that underlies and motivates everything we do, demands our attention at every turn, and asks us to blindly defy our intuition to follow a string of numbers.To think that there’s a burgeoning crowd of...

Why the White House Needs a Chief Data Scientist (and whether or not you...

The Harvard Business Review crowned it the sexiest job of the 21st century. Everyone’s talking about it. Many believe data scientists will be to the current decade what software engineers were to the last decade. “I keep saying the sexy job in the next ten...

Why Are B2B Brands So Obsessed with Native Advertising?

As marketers continue to increase spend on native advertising, how can they ensure their campaigns don’t turn away their audience? B2B publishers outperform all other verticals 4 to 1 on native advertising (Polar.me) In a 2014 episode of his HBO series, Last Week Tonight, comedian…

Why Spark is the Technology That’s Changing Silicon Valley

Over the next five years, the marketing department will spend more on software than any other area of the organization. According to IDC, total spending is expected to reach $32.3 billion in 2018, up from $20.2 billion in 2014. It’s one of the fastest-growing...

When Funnels Fall Apart – Horror Stories from the Front Lines

“One of the very first emails I sent through Marketo addressed every single user in our customer base as ‘First Name,’” admits John Hurley, Radius’s Product Marketing Manager. “I had scheduled the email to send at 7 AM on a Tuesday, and I got an...

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