• interesting role! B2B can be a bit of a minefield for analysis, due to long purchase decision making cycles;
    See an ad--> take it to someone senior --> take it to some random committee--> get finance sign off--> purchase

    Can be hard to keep track through the whole process when we look at it aggregate, individual data tracking obviously helps.

  • Agreed - also doesn't help that spend is more sporadic and changeable than something like FMCG or single service consumer brands.

    Still - always like a challenge. I've spent the last 12 years in B2B roles so no different really.

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