Building a Marketing Analytics Framework
Presented by Joe Stanhope, Director of Marketing, Alterian
In the current economic climate, the pressure is on all areas of
the organization to prove their value. Marketing Analytics brings
the established and well understood disciplines of Business
Intelligence to the marketing group. More than simply a set of
reporting applications, Marketing Analytics focuses on building a
reporting framework that allows organizations to effectively
measure marketing against a set of defined objectives and goals
using standard metrics. Understanding the data needed to underpin a
reporting strategy is also a key factor in its success. The
framework helps to identify gaps in the data and ensure that
information is available in the right level of detail.
This presentation outlined the process of defining a framework
for measuring marketing. Based on a process for clearly defining
objectives, recording baselines, identifying standard measures and
filling data gaps, a reporting framework provides the foundations
for a new way of measuring marketing, making Marketing Analytics a
reality
Downloads
Building a
Marketing Analytics Framework - Presentation (2MB)