Marketing Insight

Seven Steps To Best Leverage Marketing Analytics

Drive business performance at scale by integrating powerful marketing analytics capabilities

John Fildes | Marketing Leaderjohn.m.fildes@gmail.com

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