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    Author Ben Castelli

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    Getting Started with B2B Attribution Modeling

    Attribution Modeling for B2B: Key Takeaways Attribution modeling for B2B companies can help tell a more complete story but is not a replacement for channel or platform level KPIs Gain buy-in early on: teams (both in Marketing and in other departments) must have...
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    Jobs to Be Done: A better way to research the customer journey

    Customer journey mapping documents the typical process your customers go through as they make a decision to purchase. The output of the mapping exercise is a visualization of the process with details around customer views, motivations, questions and typical brand...
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    An Analytics Overview: HubSpot vs. Google Analytics

    Updated February 14th, 2018
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