Marketing Leadership

19 Oct Marketing and Analytics – Part 3: Analytics is the Future

Recently, I sat down with one of our newer clients, the customer intelligence director for a global hospitality brand, to find out more about the data challenges faced by his organization. In Part 1, we discussed the chief data challenges faced by his organization, and in Part 2 we discussed the value of data quality more generally.   Q: I’d like your sense of what’s next for the Future structure of the marketing organization. A:  I started saying this about five years ago: “Give it 10 to 20 years, and we won’t be talking about analytics anymore, we’ll just be talking about business.” I think that’s where we’re slowly going, and where we need to go -- a world where intelligence drives business. The purpose of analytics is to know our customers better, so we can serve them better. And really, that should be everyone’s goal. We just use different tools in pursuit of that.
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16 Oct Marketing and Analytics – Part 2: The Value of Data Quality

Recently, I sat down with one of our newer clients, the customer intelligence director for a global hospitality brand, to find out more about the data challenges faced by his organization. In Part 1, we discussed the chief data challenges faced by his organization, and the disconnect between knowing that things are “trackable,” and knowing what that actually means.   Q: In defense of marketers who are struggling to keep up: the marketing/tech landscape is moving very quickly. A lot of marketers are feeling like they’ve been caught with their pants down, with all they’re expected to suddenly know. A: Things have moved really fast, especially in the tracking space. The funny thing is, we take all this tracking for granted now. But if you actually look around at the number of companies that are effectively using tracking, and how long they’ve been doing it, there aren’t many companies that are truly using tracking codes the way they’re intended to work. They’re not truly using tracking code data, they’re using these long strings instead.
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11 Oct Marketing and Analytics – Part 1: Are we there yet?

Recently, I sat down with one of our newer clients, the customer intelligence director for a global hospitality brand, to find out more about the data challenges faced by his organization. Our conversation covered a range of topics. It’s a candid picture of the current marketing/analytics landscape, and we present it here in three parts.   Q: Thanks for taking the time to talk! Let’s get right into it. What are the major challenges you face, with regard to marketing data analytics? A: The biggest challenge right now is data integration, which has two main aspects. There’s an issue with being able to track data accurately across time -- in other words, setting things up so that newer data can be consistently compared to older data -- and there’s the chief challenge, being able to integrate the data generated by various platforms: DCM, AdWords, Facebook.
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27 Sep We are All Publishers Now

I spent 15 years working in the online publishing industry. One of the last professional events I attended while still on the media was an IAB-affiliated event about the “future of media and advertising.” I recall one of the speakers ignoring the publishers in the room completely. He directed his remarks toward the vendors and big brand players in the room. His advice to them was “work toward a future where your organization produces content that is so good, you’ll put the Industry Trade Magazine in your market right out of business...” Since I worked for a big B2B trade publisher at the time, I found this idea kind of out there. But it definitely stuck with me.
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28 Aug Marketing Performance Measurement: Where Are We?

Over the last couple of years we’ve heard a lot of noise about marketing becoming a “revenue center, instead of a cost center.”  I first heard this particular soundbite in 2014, skillfully laid out by a very engaging and data-savvy presenter. I was attending one of those huge annual marketing conferences in Las Vegas. It was a great event -- I learned a ton. But there was also a pep rally feel to some of the keynote talks. While I, and many others, walked away with a new understanding of the Accountability Horizon that the digital marketing industry is moving toward,  in retrospect our celebrating seems premature. It was as if someone shouted, “Hey, we’re Marketers -- in Las Vegas... Woo-hoo, we see the Digital Future! Let’s party like we’re already there!”  And we did. The hangover has lasted three years.
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16 Aug How much of your marketing spend goes untracked?

How much of the money your company spends on advertising and marketing goes untracked? Or suboptimally tracked? Do you know? Does anyone in your organization actually know? The digital marketing industry is suddenly awash in new technologies that allow companies to optimize their marketing spend by refining attribution, to the point where each step along the customer journey (in somes cases including analog or offline touches) can be measured and assessed for their impact on revenue. But the best optimization and attribution tools in the world can’t help you derive real insight if the initial tracking data you used is messed up. Likewise, if the tracking data you’re using can’t be looked at holistically -- for example, if you can’t directly compare performance from one platform to another because your Facebook campaigns don’t use the same tracking conventions as your DCM campaigns...your ability to derive real insights for your organization is limited, at best.
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22 Jun The analytics challenge of pharma marketing – Part 2, Solutions

connect-20333_960_720 2Tracking First interviewed Dominic Tassone of the Indegene Encima Group for this two-part series focused on the unique campaign tracking challenges faced by marketers in the pharmaceutical industry. Part one covered the challenge, and part two explores how pharma marketers are tackling it.   Tracking First: Thanks for your helpful explanation of the unique tracking challenges facing pharma marketers. Can we talk a bit about the regulatory environment that impacts drug advertising, and how they work with it?   DT: Pharma and medical device companies need to be very careful, particularly about how they market to consumers and to a lesser extent to physicians. All drug marketing has to pass medical, legal and FDA reviews. The regulatory hurdle creates another trickle-down of complexity, like requiring different collateral for consumers and practitioners. The drug companies have to be transparent and consistent with messaging to practitioners, while simultaneously working to create demand or stimulate interest on the consumer side.
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20 Jun The unique analytics challenge of pharmaceutical marketing – Part 1

hand-1106934_960_720Tracking First interviewed Dominic Tassone of the Indegene Encima Group for this two-part series focused on the unique campaign tracking challenges faced by marketers in the pharmaceutical industry. Part one covers the challenge, and part two will explore potential solutions.   Tracking First: What makes the challenge of marketing analytics in the pharmaceutical industry unique?   DT: Within pharma, you find all the usual challenges of tracking digital marketing that any team faces, compounded by an unusual level of added regulatory complexity. The core problem facing any team is keeping all of the tracking codes and parameters used for click tracking organized. This gets very complicated when you have lots of different marketing channels. And it gets more complicated when you start talking about multiple agencies and multiple channel owners, or different agencies for different channels, or potentially multiple agencies within one channel.
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07 Jun Are you sure you know what you think you know?

illusion cube-1293954_960_720When you’re in charge of the Library of Congress, there are probably all kinds of pressing practical concerns. Daniel J. Boorstin, twelfth Librarian of Congress, appears to have made time to consider the big picture as well. He is credited with this assertion: "the biggest obstacle to discovery is not ignorance -- it is the illusion of knowledge." Consider what this could mean for your analytics data and your business. If your analytics relies on legacy spreadsheets developed over the years in various departments, if the uploading of tracking codes and classification tables into your analytics tool is done by hand, if you find that your reports aren’t always capturing the data you want due to corruptions or mis-classifications of your campaign codes, then instead of knowledge about your business, you’re likely laboring under the illusion of knowledge. That’s why you have the sense that your reports aren’t giving you the whole story. That’s why you don’t feel you can trust them.
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