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Four Foundational Elements of Marketing Analytics Success

by Mark Emond  |  
May 13, 2013
  |  6,869 views

The past 10 years have brought a transformation in our marketing profession like no previous decade.

Don Draper's office is now occupied by a marketing rock star who is much more left-brained, process-focused, and technology-centric.

Marketers have had to adapt or perish in this transition from brand to demand and art to science. They have learned a new language—the Demand Waterfall, SQLs, lead scoring. Not to mention new technologies—Salesforce, Eloqua, Twitter, Kapost.

But what is really required for marketers to survive and thrive in this tectonic shift? Insight!

Most marketing organizations are drowning in data and starving for information. In IBM's 2011 CMO Study, only 41% of CMOs said they are prepared to access the unprecedented growth in the volume of data. As a result, their decision-making remains heavily influenced by gut decisions, team meetings, and HIPPOs (highest paid person's opinions).


Pinpoint accuracy into pipeline coverage, campaign performance, and marketing ROI is significantly lacking.

The Missing Imperative: Marketing Analytics

Most CMOs recognize the gap. In IBM's study, customer analytics is ranked as the second-highest planned technology investment for the next 3-5 years. CMOs know that increasing their investment in analytics is a key to…

  1. Driving the competitiveness of their business in the marketplace
  2. Ensuring the ongoing relevance of their department within the organization

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Mark Emond is president of Demand Spring, a B2B demand generation consultancy that takes a holistic, create-to-close approach with clients.

Twitter: @DemandSpring

LinkedIn: Mark Emond

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  • by Christine Leas Mon May 13, 2013 via web

    Nice article, Mark and thanks for the Kapost mention! As the speed of technology keeps increasing, it can't be said enough that marketers need to start getting serious about analytics.

  • by Bob Mon May 13, 2013 via web

    In the day, we called this funnel management.

  • by Jörg Seidel Wed May 15, 2013 via web

    Quite a high-level corporate driven article on what-to-do in our ever changing technology driven world! You nicely outline the 3 pillars of any company should focus on, i.e. systems - processes - people and cap it with strategy. However, I would not conclude that the days of building brand are behind us - quite the contrary! Only a strong brand distinguishes the good from the best while systems - processes - people and strategy support this.

  • by Gracious Store Wed May 15, 2013 via web

    The internet has made consumers of all levels very savy. Nobody invests in anything without a thorough "investigation or research" on the claims of any company. Businesses themselves are aware of this trend and so everyone is doing their best to convince the customers that they are the best business to trust. So strategy becomes very crucial

  • by Procrustes Tue May 21, 2013 via web

    Thanks. Useful overview. The next step, of course, is to work out how to achieve these results. Anyone who is seriously interested in using analytics and modeling to stop waste, get budgets right and optimise the marketing mix MUST read Raindancing: Why Rational Beats Ritual.

    It's by Glenn Granger, an ex-Accenture analytics star, and it's clear, penetrative and quite fun in parts (good chapter on Moneyball and marketing). Essential reading, I'd say.

  • by Shiva Tue Jan 7, 2014 via web

    Interesting article, Mark. Though marketing teams understand the importance of deploying a sound analytics strategy, they seem to be falling short of ideal outcomes due to some basic errors which can be easily avoided. I was reading about this at http://bit.ly/1fal9lk What is your take? What pitfalls can businesses really avoid when it comes to analytics?

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