How to ensure analytics and martech are relevant to the business

Abstract

Analytics and marketing technology (martech) are key tools for marketing and essential for the marketing function to serve as a nimble, effective and customer-centric organisation. Together, analytics and martech pave the way for marketing to serve as a strategic member of the organisation, manage and measure marketing performance, and facilitate customer, market and product decisions. Despite knowing what it takes to make analytics an engine of growth, many marketing organisations remain analytically challenged. In the majority of cases, this can be attributed to a lack of quality data, people, skills or predictive tools. This paper explores the evolution and role of analytics and martech and how marketing can use analytics to enable meaningful customerrelated decisions with a positive impact on profitability, targeting, loyalty and share of wallet.