Marketing Insight Seven Steps To Best Leverage Marketing Analytics Drive business performance at scale by integrating powerful marketing analytics capabilities
Aug 16, 2015
Marketing Insight
Seven Steps To Best Leverage Marketing Analytics
Drive business performance at scale by integrating powerful marketing analytics capabilities
John Fildes | Marketing [email protected]
Move Beyond Business Reporting
Drive business outcomes at scale by evolving beyond basic business reportingKeys to Success
• Separate reporting from analytics• Focus on business outcomes• Drive performance, report success
Avoid Pitfalls
• Insufficient skills• Inefficient analysis tools• No executive sponsor
© 2015 John Fildes All rights reserved. Step 1
Identify the Right KPIs To Measure
Cut through the clutter and identify the right indicators of business successKeys to Success
• Identify specific opportunities• Define success upfront• Measure only what matters most
Avoid Pitfalls
• Boiling the ocean• One size fits all measurement• Misalignment to business goals
© 2015 John Fildes All rights reserved. Step 2
Create Panoramic Views of Performance
Connect fragmented online and offline data sources to improve business decisionsKeys to Success
• Streamline data aggregation• Zoom in, zoom out, dynamics• Data standards and governance
Avoid Pitfalls
• Partial views of performance • Static measurement models• Insufficient data quality
© 2015 John Fildes All rights reserved. Step 3
Make Data Meaningful to Leadership
Deliver results in the right context to make data meaningful to leadershipKeys to Success
• Business relevant META tagging• Predictive insight, prescriptive action• Jargon free, plain English
Avoid Pitfalls
• Incorrect delivery vehicles• No benchmarks• Marketing speak
© 2015 John Fildes All rights reserved. Step 4
Propel Data-Informed Decision Making
Transform intimidating data into easily understood business intelligenceKeys to Success
• Simple visual delivery• Clear KPIs and benchmarks• Cause and effective insight
Avoid Pitfalls
• Overly complex visuals• Ineffective adoption, gut decisions• Analysis paralysis
© 2015 John Fildes All rights reserved. Step 5
Improve Customer Experiences
Increase sales, revenue, and customer loyalty by delivering personalized experiencesKeys to Success
• Seamless offline-online journeys • Real-time customer insight• Predictive modeling, delivery
Avoid Pitfalls
• Static segmentation• Rigid operations and execution• Inability to deliver at scale
© 2015 John Fildes All rights reserved. Step 6
Reduce Cost, Maximize ROI
Drive smart budget allocation and improve marketing return on investmentKeys to Success
• Panoramic offline-online views• Cause and effect analysis• Predictive insight, prescriptive action
Avoid Pitfalls
• Data-only decision making• Linear thinking, last touch attribution• Lack of operational agility
© 2015 John Fildes All rights reserved. Step 7