Attributing revenue to specific marketing campaigns is incredibly challenging and only possible if an organization’s insights and dashboards reflect directionally accurate information that can be easily analyzed in an actionable way. Some marketing teams lack great data, while others overcomplicate their attribution methodology with complex, multi-touch attribution systems that no one fully understands and usually fail to appropriately credit the campaigns most responsible for driving the results. This absence of insight often results in an inability of these teams to scale highly profitable campaigns quickly and confidently. We have yet to meet the marketer that wanted to 10x their investment of a 17-touch campaign. When organizations don’t know what’s working, they don’t know what campaigns to repeat with further investment. Or “quintuple down on,” as we say at Verkada.
We’ve invested significantly in updating our first touch (on contact) decay attribution system to the company’s evolving needs but always want to ensure we prioritize the system’s accuracy with the ease of understanding and acting upon it. This progress has only been possible with our substantial investment in the right operationally-minded data science and engineering talent.
“More Dashboards Than People”
The walls of Verkada's marketing department are covered with dashboards, providing transparent and granular visibility into every aspect of a campaign’s performance and operations. Here's why the data is so essential:
Understand campaign effectiveness at all times. Seeing how campaigns impact the sales pipeline in real-time enables us to invest in what's working or quickly change course and abandon what's not. And as we scale a campaign quickly, we can measure if that performance is sustained or sooner-than-later results in diminishing returns.
Get unexpected learnings. We can sort campaigns by channel, audience segment and more. Often, seeing various views of the data provide learnings we didn’t expect and give us a new perspective to explore further. These insights are often the origin of the next big campaign idea.
Prevent repeating underperforming campaigns. As teams scale, wisdom can be harder to share, and old ideas might become new again. For example, a campaign launched two years ago may have generated many leads but ultimately resulted in low revenue. Looking at historical performance becomes vital, so you don't repeat campaigns that don’t drive revenue.
Engineering the next “unlock.” Most marketing campaigns have diminishing returns as they scale and small optimizations in content can only take a campaign so far. Engineering the next baseline of performance requires creative thinking that leads to new strategies, hunting for signals of the next big win. Data can be a guide, but it can never replace the constant development and testing of new approaches, ideas and innovations. The Growth team at Verkada is where art truly meets science.
Data is the backbone of Verkada's entire marketing team, and we're excited about the future of growth marketing at Verkada. Check out open roles and apply now!