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When analytics began flagging that Johnson Controls' field marketing investments — historically among its strongest performing channels — were deteriorating rapidly in early spring 2020, the company acted before any external explanation was obvious. Instruments were showing trouble before the pilots
At the midpoint of a complex buying process, enterprise customers systematically disengage from a vendor's paid advertising and owned content — not from indifference, but from purpose. The analytics pattern is consistent: buyers have absorbed what the vendor claims about itself, and now they are che
In late 2019, forecasting models built by Proof Analytics began signaling that field marketing events were losing effectiveness for Johnson Controls — weeks before anyone had named the virus that would eventually shut those events down entirely. Acting on that signal, the company paid cancellation p