General papers - Marketing analytics How best-in-class marketers use alignment and accountability for value creation

Laura Patterson
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Laura Patterson: President, VisionEdge Marketing, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 2, 168-174

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.

Keywords: marketing alignment; marketing effectiveness; marketing measurement; marketing ROI; marketing analytics; marketing metrics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2015:v:1:i:2:p:168-174

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