The CMO's Marketing Analytics Optimization Framework
Create an organization that can manage your marketing efforts with true accountability and react to changes in real time as needed.
Create an organization that can manage your marketing efforts with true accountability and react to changes in real time as needed.
In my last column, I shared recent research about how CEOs have lost trust in CMOs’ ability to be focused on business performance. Hopefully, when asked how your company currently measures its digital initiatives, you don’t get an answer like this (LOL, well done Adobe):
Seriously, the issue is that most analytics frameworks don’t tie all essential marketing metrics back to financial statements. We have been preaching about how this needs to be done since 2001. I suspect that I may have not been specific enough unless I was pushed for details. Today, I’d like to share a short video presentation that should better explain how this is done. Hopefully, you can create an organization that can manage your marketing efforts with true accountability and react to changes in real time as needed.
This marketing analytics framework will allow you to get your reporting structure set up properly so that your analyst can free up her time to deliver real insights on analysis instead of focusing on delivering meaningless reports that most people ignore. This framework will win over your CEO and CFO; just show them.
Let me know if you have any questions about how to get this done in your organization.
Analytics Framework image on home page via Shutterstock.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers have dozens of optimization tools at their disposal. But they’ve forgotten about the most sophisticated one. Read More...
View articleAccording to Matt Hoggatt, CEO of mobile audience network ReachMobi, there are rich opportunities in the realm of mobile web, if only mobile companies...
View articleImprove the conversion rate of your ads and maximize profits without draining your entire ad budget. Read More...
View articleMarketers can begin to work on solutions to achieve new levels of consumer value, satisfaction, and engagement by addressing these three digital dilem...
View articleExperts predict that there will be a greater emphasis on social business this year, thus making it more imperative for marketers to cultivate strong c...
View articleBy using personalization in the emails that are sent, retail marketers can grow their consumer base and ultimately increase ecommerce revenue. Read Mo...
View articleOur beginner’s guide to Google Analytics teaches you how to set up an account that is linked to your site and recommends a few basic metrics to look a...
View articleHow can publishers and advertising networks best utilize analytics data to prevent the extinction of digital magazines and newspapers? Read More...
View article