Dream Data: Solving the Problem of Attribution and Connection for Data with Steffen Hedebrandt Part 1

Selling Saas

In this episode, they also discuss the gap between cool marketing tactics and their actual effectiveness. Duane points out that there is a lot of fluff on LinkedIn and other platforms, where people talk about optimizing chat, G.P.T., and A.I. However, the challenge lies in measuring the effectiveness of these tactics. Duane emphasizes the importance of understanding how to measure the effectiveness of marketing campaigns and how to create the proper UTM parameters to put on the URL.

Duane also discusses the challenge of measuring the effectiveness of dark social media, which is often considered untrackable. However, they argue that this is not true, and it is possible to measure the effectiveness of brand and SEO by optimizing for the right things and having the right tooling in place. Overall, the episode highlights the importance of understanding how to measure the effectiveness of marketing tactics and the challenge of bridging the gap between cool tactics and their actual effectiveness.

[00:02:32] Diminishing return in marketing.

[00:03:45] Connecting activities to revenue.

[00:08:02] Account-based data modeling.

[00:11:02] Multi-touch understanding in marketing.

[00:14:13] Direct vs. Organic Marketing.

[00:17:38] Measuring marketing effectiveness.

[00:20:43] False business growth.

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