Building a successful marketing analytics organisation

John Young

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 2, 112-122

Abstract: As the strategic importance of analytics has grown, organisations have increasingly elected to develop (or expand) an in-house group. While a large number of companies have launched an analytic function, many struggle to deliver maximum value to their marketing stakeholders. This paper lays out a blueprint for delivering a centre of excellence in analytics — establishing a mission for the group, creating a group identity, developing an analytic roadmap, building a compelling analytic framework, and ensuring the requisite enablers of data, tools and people are in place. Following these five steps will help organisations greatly increase their chances of success.

Keywords: marketing analytics; in-house analytic organisation; organisational alignment; customer life-cycle management; analytic data mart; analytic consulting (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:2:p:112-122

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