Ensuring consistency in the ever dynamic analytics landscape

Abstract

Within marketing, analytics is a broad and complex area. It is a discipline that is difficult to understand fully, not least because the landscape has changed significantly in recent years and continues to change weekly. Marketers must contend with new channels, platforms and metrics, both in terms of visibility of data and the interpretation of said data. This paper reviews the key techniques and models that the modern marketer must understand in order to round out their knowledge and have the best chance of ensuring consistency in their strategy and that their key performance indicators are aligned with their strategy, both now and into the future. By using established models and new techniques to manage analytics and assess opportunities, marketers can be assured that their data will be robust, complete and actionable.