are your marketing initiatives actually working?
what is the meaning of "working"?
how do your customers look like and behave?
are you meeting or exceeding your acquisition, conversion, and or loyalty objectives?
what success metrics can help you present your case in that big presentation to senior management?
these and other business questions are not answered by a software package - you need a marketer's best friend - an expert in marketing analytics.
Now more than ever, it is critical for marketers to know where they stand. Agencies, vendors, and others are there to help but what happens with all the marketing data that is continually generated?
A marketing analytics expert is someone who is intimate with both the marketing data and the marketing objectives. This is the focal point that makes the link.
This expert translates the data to actionable insights and doesn't stop there. Strong skills in collaboration and communication are necessary for success.
The expert collaborates with the rest of the team in various areas, provides visually appealing but easy to understand material for use in presentations, and continually acts as a thought leader for the marketing organization.
There are a few kinds of specialties within the marketing analytics field. i will speak in detail about them and what value they bring to you in the next post.
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