Need to redefine marketing analytics

To begin with, identify the true indicators of performance

Mary Baumgartner 

We live in an age of unlimited amounts of data. We spend significant sums on analytics, deploy any number of tools, and hire teams of people to “do” marketing analysis. Yet too often all of that activity becomes an end unto itself. There is a need for marketers to look at an alternative notion of marketing analytics that is less about presenting a volume and breadth of data gathered and more about focusing in on the specific things that can truly drive results.     Most marketing campaigns are launched with a business goal, tied to sales or revenue. In an ...

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Need to redefine marketing analytics

To begin with, identify the true indicators of performance

To begin with, identify the true indicators of performance We live in an age of unlimited amounts of data. We spend significant sums on analytics, deploy any number of tools, and hire teams of people to “do” marketing analysis. Yet too often all of that activity becomes an end unto itself. There is a need for marketers to look at an alternative notion of marketing analytics that is less about presenting a volume and breadth of data gathered and more about focusing in on the specific things that can truly drive results.     Most marketing campaigns are launched with a business goal, tied to sales or revenue. In an ... image
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