Marketing organizations that make more data-driven decisions are more likely to grow. So why has the penetration of data-driven marketing decisions flatlined? Lack of trust.
Do you know how much you should trust your marketing analytics? Can you quantify it? Can you set goals against it? Attend this session to learn the questions marketing leaders need to ask to ensure high trust analytics.

Is marketing an expense or an investment? With macroeconomic conditions challenging most organizations, many executive teams are treating marketing more like an expense. When the CFO lunges for your marketing budget (yet again…) how will you counter? Will you submit, parry or be more aggressive and riposte?
This section discusses how marketing leaders defend their budgets and even counterattack to ask for more.

You have access to a lot of metrics. You are also likely to have a big problem — hidden insights, unknown and unacted upon, hiding in your metrics' averages. In this hands-on workshop, we will use pen and paper, but the lessons you will learn are applicable to any dashboard or report. We will start simple, with only 10 data points — then bolster our approach so, it works with your real world marketing data. By the end of the workshop, you will have concrete next steps to improve your marketing dashboards.