The Power of Asking “What If?”
July 19, 2022
We recently saw an ad that promoted for every $1 you spend, you’ll get $30 in the pipeline. Not bad on the surface, after-all who doesn’t love a growing pipeline? But, if you look a bit deeper, they only promise this because they haven’t figured out how to effectively connect advertising investments to actual sales revenue. Why? Because marketing attribution is really hard to do. It requires not only understanding how to bring each phase of the process together, but how to solve the inherent problems within each step, and future-proof the technology that brings it all together.

For many marketers, proving anything is a welcome notion because we are constantly asked to prove our investments. Often, marketers are focused on efficiencies and improving individual KPIs because saving time saves money and we haven’t had the tools or technology to prove performance in any other way. But, what if we could prove that our campaigns directly drive sales revenue and finally solve for marketing attribution?

Just like when the founders of Uber, who were standing in the freezing rain in Paris and couldn’t get a cab, asked, “What if you could request a ride from your phone?” We’re asking:

What if we could prove advertising’s impact on the bottom line and connect campaigns to sales revenue?

This question has been our inspiration and has encouraged us to tackle the age old problem of trying to figure out what is working and what isn’t when it comes to advertising. The fact that John Wanamaker illuminated this problem over 100 years ago and it still hasn’t been solved, even with the rise in technology and MarTech solutions, is beyond our comprehension. Answering this problem requires us to think differently, challenge the status quo, shift the paradigm, and engineer a solution that leverages the incredible power of artificial intelligence (AI) and machine learning (ML).

For the last few years Kevin Myers, Chief Marketing and Product Officer, has been obsessed with making this a reality. He has assembled a team of engineers, data scientists, developers, marketers, and digital experts and thoughtfully designed a comprehensive advertising platform so marketers can finally prove what works and what doesn’t. The Campaign Performance Platform combines all phases of the advertising process and takes into consideration solutions for the ever-changing digital landscape like the loss of cookies and increased privacy laws. Here is an inside look if you want to read more about the platform.

We’re at the forefront of asking marketers to challenge what they have always known and encouraging them to expect more. On top of creating efficiencies and driving pipeline growth, we help you with marketing attribution and track every dollar invested in advertising so you can see what works and what doesn’t. This enables marketers to make data-informed decisions to execute with precision as well as plan for what’s next!

“As marketers, we often bring our opinions and not data. Bring data to the battle. Bring insights to the conversation. Expose the gaps.” Kevin Myers

So, what’s the power of asking, “what if?” Well, Uber not only carved out and owns an entirely new category (ride-share), but in 2021 they reported a net income of $1.1 billion, $3.9 billion in revenue, and 1.5 billion trips on its platform. Not bad results from asking and chasing, “What if?” You can read more about Uber’s origin story here.

If you’re asking yourself, “What if the Campaign Performance Platform could help me prove revenue made from my campaigns?” contact us today!

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