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.
Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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