General papers - Marketing analytics How best-in-class marketers use alignment and accountability for value creation
Abstract
A small group of marketers have cracked the code for demonstrating their value, impact and contribution to the C-suite. These marketers focus alignment and accountability in their pursuit to serve as value creators. This paper discusses how they address the challenges of collecting, managing and analysing data, using data to link marketing activity to business outcomes and selecting the right metrics.
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Author's Biography
Laura Patterson is a marketing practitioner, consultant and speaker. She is known for her practical, no-nonsense approach to proving and improving the value of B2B marketing. Her 20-year career began in sales and now spans customer relationship management and marketing. An early pioneer on the science side of marketing, Laura is recognised as one of the leading authorities in marketing measurement and performance, marketing operations, and marketing data and analytics. A strategic marketer, data and metrics master, she has helped over a hundred companies in a variety of industries fulfil their marketing potential and achieve competitive advantage.
Citation
Patterson, Laura (2015, January 30). General papers - Marketing analytics How best-in-class marketers use alignment and accountability for value creation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 2. https://doi.org/10.69554/XHQY6326.
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