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Practice paper

Building a successful marketing analytics organisation

John Young
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (2), 112-122 (2017)
https://doi.org/10.69554/UGBL5269

Abstract

As the strategic importance of analytics has grown, organisations have increasingly elected to develop (or expand) an in-house group. While a large number of companies have launched an analytic function, many struggle to deliver maximum value to their marketing stakeholders. This paper lays out a blueprint for delivering a centre of excellence in analytics — establishing a mission for the group, creating a group identity, developing an analytic roadmap, building a compelling analytic framework, and ensuring the requisite enablers of data, tools and people are in place. Following these five steps will help organisations greatly increase their chances of success.

Keywords: marketing analytics; in-house analytic organisation; organisational alignment; customer life-cycle management; analytic data mart; analytic consulting

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Author's Biography

John Young is Chief Analytics Officer at Epsilon. His responsibilities include design and consultation on various database marketing analytic engagements including predictive modelling, segmentation, measurement and profiling. John works with companies in numerous industries including financial services, technology, retail, healthcare and not-for-profit. He has presented at numerous conferences and his work has appeared in such publications as DM News, CRM Magazine’s Viewpoints, Chief Marketer, Loyalty 360 and Colloquy. He serves on the advisory board of the DMA’s Analytics Community and holds a BS and MS in economics from Colorado State University, Fort Collins, CO, USA.

Citation

Young, John (2017, May 9). Building a successful marketing analytics organisation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 2. https://doi.org/10.69554/UGBL5269.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 2
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