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How organisations can establish marketing analytics as the common business language to drive continuous improvement
Applied Marketing Analytics: The Peer-Reviewed Journal,
4
(1),
46-52
(2018)
Abstract
Marketing analytics can move mountains when everyone in the organisation understands what the analytics mean, how to use them, and trusts in their veracity. The ideal end-state for organisations is for marketing analytics to form the basis of a language that enables people to communicate with one another to accomplish a common goal. To reach this level of organisational marketing analytics maturity requires a plan backed by a strategy. This paper describes the characteristics of a high-performing marketing analytics culture, with practical examples and experiential insights to help marketers establish a common language for marketing analytics in their organisation from top to bottom.
Keywords: marketing analytics challenges; marketing attribution; MQL; sales and marketing alignment; analytics training; marketing language
The full article is available to subscribers to the journal.
Author's Biography
Tom Grubb is Chief Strategy Officer for Digital Pi, a leading Marketo Services Partner helping companies get the most value from their investment in the Marketo Engagement Platform. Tom has over 20 years of marketing executive leadership including VP Product Marketing at Marketo. He has held marketing leadership positions at start-ups, mid-size and enterprise companies including Intuit, CA Technologies, ThreatMetrix (acquired by RELX), and co-founder of Bluecurve (acquired by Red Hat).
Citation
Grubb, Tom (2018, April 1). How organisations can establish marketing analytics as the common business language to drive continuous improvement. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 1. https://doi.org/10.69554/ROFF5027.
© Henry Stewart
Publications LLP
Publications LLP