The point on post impression signals really resonated. B2B budgets are flowing into CTV, DOOH, and audio, but most analytics platforms treat them like they don’t exist.
Hey Ray. I absolutely agree. CTV and other addressable channels are the coming force for B2B, and will come faster with better measurement. Have you ran any of these zero click channels and tested measuring at all?
The critique of GA4 is spot on. For B2B, probabilistic patchwork just isn’t good enough when deal cycles run 6 12 months and involve 10 plus stakeholders.
Totally agree Richard. It just isn’t built for B2B realities. The whole data model is wrong in a way. Devices and people vs companies and personas. It’s anchored to transitional signals like browsers and cookies when in B2B we want to track account progression over longer periods. Feels like a big opportunity here?
I Love the orchestra metaphor for HVAs B2B intent signals aren’t one big conversion, they’re dozens of small actions that build into a bigger score. Few platforms capture that nuance
That nuance does feel fairly unique to B2B, anchored against the need to track traction over such long periods. I think that bit is the crux of the specialism needed really?
Totally agree that B2B analytics needs to lean into legitimate interest frameworks. It feels like the industry is stuck applying consumer privacy rules where they don’t fully map.
Yeah for sure. If specialism and attacking one vertical gives an opportunity to lean into a nuance of privacy legally and compliantly it should be grabbed with both hands imo! The privacy changes globally feel like they’re creating some paralysis in some ways, stunting such solutions out of fear?
The shoe size analogy HSBC looks like an iPhone running Safari’ really nails the gap. Until analytics anchors around companies, we’ll always be misreading the signals.
The point on post impression signals really resonated. B2B budgets are flowing into CTV, DOOH, and audio, but most analytics platforms treat them like they don’t exist.
Hey Ray. I absolutely agree. CTV and other addressable channels are the coming force for B2B, and will come faster with better measurement. Have you ran any of these zero click channels and tested measuring at all?
The critique of GA4 is spot on. For B2B, probabilistic patchwork just isn’t good enough when deal cycles run 6 12 months and involve 10 plus stakeholders.
Totally agree Richard. It just isn’t built for B2B realities. The whole data model is wrong in a way. Devices and people vs companies and personas. It’s anchored to transitional signals like browsers and cookies when in B2B we want to track account progression over longer periods. Feels like a big opportunity here?
I Love the orchestra metaphor for HVAs B2B intent signals aren’t one big conversion, they’re dozens of small actions that build into a bigger score. Few platforms capture that nuance
Thanks Nicholas!
That nuance does feel fairly unique to B2B, anchored against the need to track traction over such long periods. I think that bit is the crux of the specialism needed really?
Totally agree that B2B analytics needs to lean into legitimate interest frameworks. It feels like the industry is stuck applying consumer privacy rules where they don’t fully map.
Yeah for sure. If specialism and attacking one vertical gives an opportunity to lean into a nuance of privacy legally and compliantly it should be grabbed with both hands imo! The privacy changes globally feel like they’re creating some paralysis in some ways, stunting such solutions out of fear?
The shoe size analogy HSBC looks like an iPhone running Safari’ really nails the gap. Until analytics anchors around companies, we’ll always be misreading the signals.
💯
Thanks Clara 😊