How organisations can establish marketing analytics as the common business language to drive continuous improvement

Tom Grubb

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 1, 46-52

Abstract: Marketing analytics can move mountains when everyone in the organisation understands what the analytics mean, how to use them, and trusts in their veracity. The ideal end-state for organisations is for marketing analytics to form the basis of a language that enables people to communicate with one another to accomplish a common goal. To reach this level of organisational marketing analytics maturity requires a plan backed by a strategy. This paper describes the characteristics of a high-performing marketing analytics culture, with practical examples and experiential insights to help marketers establish a common language for marketing analytics in their organisation from top to bottom.

Keywords: marketing analytics challenges; marketing attribution; MQL; sales and marketing alignment; analytics training; marketing language (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1358/download/ (application/pdf)
https://hstalks.com/article/1358/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2018:v:4:i:1:p:46-52

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().