In midsize to large companies, it’s standard to have business intelligence (BI) analysts generate reports on behalf of employees.

Ever left something perfectly fine and came back to a total disaster? Any pet owner will probably say, “yes.”

As a marketer, you know how many avenues there are for your prospects and customers to interact with you throughout the buyer’s journey. These avenues refer to channels (e.g. PPC, your website, email campaigns, social media) and touchpoints (e.g. specific ads, blog posts, social media posts, emails). Marketing attribution modeling can help you determine the impact of all of those marketing efforts.

Savvy marketers know it’s rare to reel in customers at the first encounter with a brand. Winning people over takes time, thoughtful touchpoints, and a whole lot of trust. Fortunately, there’s a strategy that includes all of these and more. It’s called lifecycle marketing, and it’s how companies attract and retain customers beyond that impulse purchase.

The more you know about your buyer personas, leads, and customers, the easier it is to effectively target them. This entails identifying the channels and platforms in which they spend their time and understanding their needs and challenges.

I have most of my best ideas at 3:00 AM or in the shower. But turning those shower ideas into a business opportunity requires further investigation. That’s where market opportunity analysis comes in.