This blog post is an excerpt from our white paper; How to Build a Data Driven Marketing Organisation: A guide for CMO's and Marketing Leaders. In it we discuss how data, analytics and insights are truly transforming the way marketing departments are doing business. We discuss three key areas:
It is our intention that once complete, marketing leaders will have a further level of insight on how data and analytics can help shape their marketing, how business intelligence can help, as well as a roadmap for starting.
You can download the full paper here.
In this post, we start with the introduction of the whitepaper, why analytics matter and the key points we focus on.
Imagine having a marketing department that runs on deep data driven insight, all at your fingertips. Conversations and decisions will evolve from directional assumptions and speculation to a well-defined process, while increasing the likelihood of a more accurate outcome.
Done right, data analytics and insights will transform your business to effectively navigate the evolving environment, bring new opportunity and build a sustainable competitive advantage.
The issue however, is that when most marketers hear analytics, they think of your first level metrics associated with Google Analytics such as traffic, conversions, bounce rates etc. This is not enough.
The fact is, to stay ahead of the game, marketers need to go far deeper to realise the possibility of data and insights, or threatened being left behind. It has moved from a nice to have, to a mission critical function within a business.
However, even though businesses and marketing leaders are constantly being told about the benefits of data, the reality is that many don’t know where to start, or have the time, expertise or resources to produce insights that impact their day-to-day decision-making or change the way they run their business.
This paper aims to help solve this problem. We have designed it for marketing leaders who are looking to implement a data-driven marketing department and change the way their marketing is run.
Data, analytics and insights is truly transforming the way marketing departments are doing business. We believe now is the time to develop a structured and pragmatic approach to building your data-driven marketing organisation.