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Marketing Insight
Seven Steps To Best Leverage Marketing Analytics
Drive business performance at scale by integrating powerful marketing analytics capabilities
John Fildes | Marketing [email protected]
Move Beyond Business Reporting
Drive business outcomes at scale by evolving beyond basic business reportingKeys to Success
• Separate reporting from analytics• Focus on business outcomes• Drive performance, report success
Avoid Pitfalls
• Insufficient skills• Inefficient analysis tools• No executive sponsor
© 2015 John Fildes All rights reserved. Step 1
Identify the Right KPIs To Measure
Cut through the clutter and identify the right indicators of business successKeys to Success
• Identify specific opportunities• Define success upfront• Measure only what matters most
Avoid Pitfalls
• Boiling the ocean• One size fits all measurement• Misalignment to business goals
© 2015 John Fildes All rights reserved. Step 2
Create Panoramic Views of Performance
Connect fragmented online and offline data sources to improve business decisionsKeys to Success
• Streamline data aggregation• Zoom in, zoom out, dynamics• Data standards and governance
Avoid Pitfalls
• Partial views of performance • Static measurement models• Insufficient data quality
© 2015 John Fildes All rights reserved. Step 3
Make Data Meaningful to Leadership
Deliver results in the right context to make data meaningful to leadershipKeys to Success
• Business relevant META tagging• Predictive insight, prescriptive action• Jargon free, plain English
Avoid Pitfalls
• Incorrect delivery vehicles• No benchmarks• Marketing speak
© 2015 John Fildes All rights reserved. Step 4
Propel Data-Informed Decision Making
Transform intimidating data into easily understood business intelligenceKeys to Success
• Simple visual delivery• Clear KPIs and benchmarks• Cause and effective insight
Avoid Pitfalls
• Overly complex visuals• Ineffective adoption, gut decisions• Analysis paralysis
© 2015 John Fildes All rights reserved. Step 5
Improve Customer Experiences
Increase sales, revenue, and customer loyalty by delivering personalized experiencesKeys to Success
• Seamless offline-online journeys • Real-time customer insight• Predictive modeling, delivery
Avoid Pitfalls
• Static segmentation• Rigid operations and execution• Inability to deliver at scale
© 2015 John Fildes All rights reserved. Step 6
Reduce Cost, Maximize ROI
Drive smart budget allocation and improve marketing return on investmentKeys to Success
• Panoramic offline-online views• Cause and effect analysis• Predictive insight, prescriptive action
Avoid Pitfalls
• Data-only decision making• Linear thinking, last touch attribution• Lack of operational agility
© 2015 John Fildes All rights reserved. Step 7