How can marketers ensure that their marketing analytics projects are successful? I believe there are four phases of a successful marketing analytics project: Define the scope of the business question Gather good data Choose the right analytics model Apply the insights to your marketing operations Watch the...
According to a study from Allocadia, a marketing agency in Vancouver, Canada, 47% of marketing leaders in North America struggle to calculate return on marketing investment (ROMI), even though it is a key performance metric for their business. Why do marketers struggle to determine such a...
I recently asked my LinkedIn network what skills are most important for data-driven marketers to have today. I gave them four options: Excel skills Analytic methods Data validation techniques Other/comment We had an interesting discussion about the technical skills and soft skills that marketers need to succeed. After...
As society moves into a post-Covid era, marketers need to adjust their strategic and tactical planning and execution methods. Covid accelerated the shift to digital media channels and the adoption of sophisticated e-commerce platforms. Now, consumers don't just expect free 2-day shipping. They expect same-day...
Over the past year, consumers and employees have challenged organizations to drive diversity, equity, and inclusion (DEI) in the workplace and the community. Marketers have repositioned their brands as advocates of these initiatives. But how do they know if they are achieving this goal in...
How do you determine your marketing effectiveness? You must measure your marketing and pick the right methodology to measure it based on the available data and the business question. There are four primary modeling types: 1) Attribution Modeling Attribution modeling is a great measurement model for all...
