In my previous post Marketing Analytics Part I - Good Metrics, I talked about how businesses are increasingly turning to data and analytics to gain deeper insights into their strategies and outcomes.
In this post, I will continue with the theme of Marketing Analytics. As a companion to the Good Metrics post, I will consider the benefits and frustrations that having dedicated marketing analytics capabilities can bring.
As the Marketing industry continues to evolve, businesses are increasingly turning to data and analytics to gain deeper insights into their strategies and outcomes. Marketing analytics involves the systematic analysis of data from various marketing channels to understand performance, optimize campaigns, and drive informed decision-making.
Although marketing analytics covers a broad range of areas, this blog post will be the first of 2 posts. This first post will discuss the importance of marketing metrics in marketing analytics and focus on how to pick good metrics and avoid bad or inappropriate ones. The second post will consider the benefits – as well as the frustrations – that building or having marketing analytics capabilities can bring.