Nandini Rathi’s 5-step approach to become an analytical marketer
Marketing Land columnist Nandini Rathi has shared a 5-step approach to become an analytical marketer.
Rathi says, “Today, CMOs (chief marketing officers) are the decision-makers of the technology stacks their companies implement in an effort to gain deeper customer insights. In fact, CMOs are expected to control more technology spending than IT departments this year, according to a Gartner survey.
Much of that spending is expected to go towards analytics, with CMOs planning to increase their spending on marketing analytics by as much as 375 percent in the next three to five years, according to The CMO Survey 2017. So, if you want stay ahead of the curve, here are five approaches to help you build an analytical culture in your organization.
1. Vanity vs. clarity metrics: Be mindful of your metrics
Marketers track a variety of metrics, but tracking the right metrics is the key to marketing success.
For instance, a lot of e-commerce businesses spend a large portion of their budgets on acquiring new visitors — hence the number of new visitors is one of the most important vanity metrics they focus on“.
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