Insights into the B2B space & lessons on product, sales, and client relationships.

In this article, we will discuss how my team and I at Latana have developed a brand analytics tool used by brand managers to understand how their brand performs.

There are 3 parts in this piece:

  • Part 1: a problem brand managers face and the solution to it.
  • Part 2

Understand how certain types of people do perceive your brand by creating an interactive Data Studio dashboard

See what we did above? We managed to understand if women aged 26–35 consider using the brand Oreo. So specific!

If you want to know how your brand performs with different audiences, you can use Google Data Studio to combine different demographics or attributes to get a better understanding of…

Making sure all teeth are in order before biting big Google.

My favorite dentist has been in business since 1992 and has, unfortunately, and unsurprisingly, failed to adapt to digitalization. She hasn’t launched a website, she doesn’t advertise on Google and she doesn’t have a Facebook page to attract new patients either.

A few of her competitors did and eventually gained…

On taking the challenge to learn a technical skill (SEO)

When I first started my career, I barely understood what digital marketing was about. That is, despite working for a tech start-up and then a workflow automation software company. In both instances, I was involved in sales, and somewhat felt useless when it came to lead generation.

Lead generation is a crucial element in sales

A lead is…

Define the limits of machine-generated actions and know when to switch from “cyborg” to human

If you work in sales, or if your role involves a sales component, you will quickly realize that mundane and repetitive tasks are not little in quantity.

Having worked in both B2C (Business-to-Consumer) and B2B (Business-to-Business), I have often wound up doing a “monkey” task where my fingers did not…

Omar Benseddik

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