“How can I get most out of my marketing analytics?”
Organizations should begin their analytics journey by asking themselves:
Where are we?
Are we getting the most out of our analytics?
Did our MMM and Optimizations fail to produce, or were we not ready to use it?
When it comes to marketing analytics readiness, the difference between a good base foundation and a best practice can easily be 10-20 points of ROI improvement.
Organizational readiness for a new analytic advancement spans the availability of resources and readiness needed for successful adoption and usage. We focus on the readiness factors relevant for marketing analytics, but we also question the sufficiency of governance, financial and technological capabilities. In the end we produce a Progression Map detailing a clients relative standings by key enabler. This map becomes a roadmap that elevates your organization to the next level of performance.
Progression-based Assessment – Enablement and Readiness is Two Way
Faced with constantly evolving change and innovation, organizations risk disappointing results by only cascading strategy from the top down. Analytics can deliver all it promises if organizations are mindful about their own unique capabilities and that success is equally dependent on a bottom-up led operational readiness.
Enablement & Readiness Factors
Data (source systems, coverage, quality risks, governance)
Analytics (data science, models, optimization & simulation)
Processes (reporting, planning, measurement, activation, testing, and innovation)
Partner integration (agency, ad tech, data)
Talent & skill-sets
Analytical organization design (operational, tactical, strategic, outsourced, etc)