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13 Thorny Data Problems that Vex B-to-B Marketers, and How to Solve Them
The attribution problem has heated up recently, fueled by the rise of digital marketing. But it’s really nothing new. The traditional attribution methods of assigning the credit have long been either the first touch (the inquiry source medium) or the last touch (the channel through which the lead was either qualified and handed off to sales, or converted to a sale). Marketers are in general agreement today as to the deficiencies of either of these traditional methods. Digital marketers are experimenting with various approaches to the attribution problem, like weighting touches based on stage or role in the buying process, or by the type of touch—attending a two-hour seminar being weighted more heavily than a content download. An excellent discussion of this thorny problem can be found in the Definitive Guide to Marketing Metrics and Analytics produced by Marketo’s VP of Marketing Jon Miller. This is just one of the Thorny problems covered. 
B-to-B database marketers are vexed by a variety of problems, from incomplete or inaccurate data, to inflexible systems, to rapidly evolving technologies. This paper identifies 13 important data problems that B-to-B marketers face, and offers practical steps for solving them. In many cases, the solutions boil down to systematic data entry, careful matching and deduplication, and applying new tools to update and enhance customer records.Download PDF Here
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