Whether it is a CMO, Vice President of Digital Marketing or Marketing Analyst, it is against the same challenge: maximize the impact of marketing on the business, and try it.
Marketing is a key player to boost commercial income by raising brand awareness and generating pipes. And to draw a clear and straight line of marketing investments and activities to business impact is a modern mandate. In addition to testing marketing contributions to business success, marketing equipment is sailing for restricted budgets and always changing market conditions that require the ability to do more with less, everything while working quickly, flexibly and efficiently.
The marketing value for the business is clear. What is not the capacity of marketing to answer critical commercial questions; The responses to those that are probably hidden in the data and have the power to make or break the success and impact of marketing. Here are three key questions that marketing leaders must be able to respond to empower their people, optimize their departments and maximize their impact on the business:
1 – How is marketing working in general? Across all channels?
Needful-Marketing leaders must maintain a proactive pulse in all marketing activity so that they can identify, inform and act quickly and with confidence about the gaps and opportunities in all channels. And marketing analysts and PAHO teams are in the hook to allow marketing leaders with reliable data and knowledge, in real time, precise and processable.
The problem—Most marketing equipment use generic reports that do not provide marketing leaders with a complete vision of the specific channel performance because the data that feed these reports are often rancid or incorrect, and come from a lot of disconnected sources that are difficult to integrate. Without a single source of truth, marketing analysts and PAHO teams are forced to monitor and extract data from many different tools, and navigate the process that requires a lot of cleaning and preparation time for consumption. The consequences of not having a complete or true vision of marketing performance in all channels are difficulties in evaluating performance and making decisions that improve it.
The solution—When gathering disparate data sources that provide real -time updates and easy consumption reports adapted to specific questions, marketing equipment can quickly and with confidence the commercial questions based on relevant data. Marketing operations and analysts can create panels and reports of a single source of truth that allow leaders to trust and act on data -based knowledge to improve marketing performance in all channels. And marketing leaders can quickly and easily discover the ROI of each marketing channel to improve the general performance of the department.
2: What specific marketing tactics are working, which no and why?
Needful-The majority of marketing leaders will identify with this statement: “I need to be able to see everything in the whole funnel. I need a place to know if we make the right decisions and, if not, turn the channels quickly.” Marketing leaders, managers, directors and vice presidents, are responsible for optimizing their channels and ensuring that perspectives progress through the funnel. To do this, they need to know what marketing tactics implement and the results of the waiting pipe. They should be able to look at a deeper layer in performance, that next level of the general marketing performance that a CMO needs, to understand the impact on the audience segments, for example, alter or accelerate in the correct areas.
The problem—Marketing leaders cannot improve channel performance unless they have easy access to reliable and processable ideas that make it clear what it works and what does not. When the digital marketing vice president, for example, cannot make real -time decisions based on real -time data so that it can pivot as fast as commercial needs change, everything, from individual performance to the performance of your equipment and the performance of the entire department and the performance of the company, is endangered.
The solution—With a unified vision of data in sources that marketing analysts and PAHO equipment can use to create panels and easy to read and share reports, marketing leaders are no longer in the dark on the levers to boost channel performance. With real -time data ideas that improve their understanding of the strengths and weaknesses of the channel, they can make decisions from a proactive place.
3: Is it the marketing that has a significant and measurable impact on the business?
Needful-Each marketing leader wants to communicate proactively to the C-Suite how marketing is contributing to the general success of the company, in a way backed by reliable data. This is more than just perfecting each marketing, program, initiative and tactic channel, it is about maintaining a pulse throughout the marketing program so that leaders can forecast and precisely guarantee the coverage and acceleration of the pipe.
The problem—With limited access to data, or access to rancid and inaccurate data everywhere, marketing equipment and analyst equipment cannot present a clear or holistic image of the general marketing performance. As a result, marketing leaders cannot evaluate the success of their programs, and without understanding, they cannot make decisions that improve the impact of marketing throughout the business.
The solution—When marketing analysts and PAHO teams have a platform that links data from disparate sources, they can find problematic areas, information about the processable surface for marketing leadership and answer commercial questions based on relevant and precise data. And when channel owners know what works and what not, in real time, they can improve the prognosis, efficiencies and get more potential customers with less money. And when the whole team is empowered by data experiences that improve decision -making and performance, marketing leaders can manage their part of the business with confidence that they are doing their part to achieve commercial results.
How data allow the impact of marketing on business
The ability to access, understand and act on reliable, sincere and easily separates the effective and modern vendors from the rest. The benefits of a platform that puts the data so that they work for everyone in marketing, from analysts that create easy to use visualizations to the vice president who makes investments based on processable knowledge from these panels to the CMO that demonstrates the impact of marketing on the growth of the company, are significant, measurable and guarantee the marketing seat in the leadership table.
With a platform that allows the impact on the business, it improves decision -making and inspires the curiosity of the data, marketing equipment can finally go from casual data observers to shocking business owners who make intelligent decisions that improve the results, for marketing and the entire company. But it’s not just about having access to data; It is about having access to data experiences that allow marketing:
- Work with confidence, speed and agility. Respond quickly, easily and confidently, commercial questions with access to holistic, relevant, precise and real -time data.
- Understand what is working, what no and why, and know what to do next. Obtain ideas that facilitate the understanding of business performance and the best actions that are the best to improve it. Empower everyone to feel the property of success throughout the funnel.
- Create an impact players department. Build a data based on data that causes curiosity, collaboration and alignment; Value data -based decisions; And increases the commitment and impact of all.
- Improve marketing performance and commercial impact by understanding the contribution of the portfolio, funnel progression, etc. Optimize the entire marketing program and its impact on the business improving the conversion of the pipe of pipes, the effectiveness of the campaign, the CAC (customer acquisition costs) and the media mix, among others.
Success stories: marketing leaders who use data to answer questions and increase the impact
Intermix of the high -fashion retail company gathered all its customer data on a board so that they can go accurately to each client. With dome data -based information, Intermix stylists can better customize suggestions and web vendors can reduce acquisition costs. Intermix’s Director of Analysis and Strategy, Emily Peterson, is based on processable ideas to boost decision -making and the impact of her team: “Domo allows us to marry our customer data with our marketing spending data to inform Marketing decisions in a very impressive way.”
Hungerrush is another success story and example of the incredible impact that marketing can have on business with a data experience platform that puts data to work for everyone in the team. Get first -hand information from Hungerrush’s marketing leaders when registered for the June 14 web seminar (data is our marketing superpower, Hungerrush lessons.
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