‘Marketing Analytics: Show your work’ – ‘MarketingExperiments’ Blog
David Kirkpatrick says, “Data handling and analytics can sometimes offer shocking results, as global B2B company National Instruments discovered after a surprising decrease in an email campaign’s conversion rate.
Key Obstacle: Concern about the new numbers
“When I first saw the number change, I was a bit freaked out,” said Stephanie Logerot, Database Marketing Specialist, National Instruments.
Stephanie, as a strategist, felt her greatest challenge was communicating the new way of looking at the data to National Instruments’ stakeholders outside of the database marketing team. This meant making certain everyone understood why the numbers dropped after implementing the new, more stringent data criteria”.
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