Strategic Market Research Methods for Local Firms

How much certified pipeline did performance marketing produce this month, and at what cost per opportunity? CTR, hook rate (for video), conversion rate by creative.

Summary of any experiments run in the period with results and recommended actions. These are directly tied to the KPIs your reports need to consist of. A firm that surfaces vanity metricsimpressions, fan development, natural reachwithout the business-level metrics above is obscuring more than they're revealing. The tool matters less than the underlying data quality, but these are the most typical reporting platforms you'll come across.

Versatile for customized control panels. Limitations: no real-time data blending, minimal cross-platform attribution. Primarily for e-commerce. Blends Shopify profits with advertisement platform information to give a clearer attribution image. Uses pixel-level tracking and cohort analysis. Multi-touch attribution platform with cross-channel blending. More precise than platform-native attribution. Needs a setup period. Similar to Northbeam.

Online Website Marketing

Attribution is limited to HubSpot-tracked touchpoints, which can undercount paid influence. When examining firms, ask which tool they use, who owns the data (you or the firm), and what occurs to your reporting gain access to if you end the engagement.