Why keep investing in analytics if no one leverages those expensive insights? You wouldn't! Instead, focus on enabling teams to better use data you have. In this session, you will learn why it is necessary to accept working with "less than perfect" data; how to triage components of your marketing analytics operating model; and best practices to increase data-driven decision making in your organization.
Speaker Bio
Rachel Smith
Principal Analyst
Rachel Smith is a Principal Analyst covering marketing data and analytics. She focuses primarily on helping clients increase marketing analytics maturity, improve KPI selection and dashboard processes, and prove the value of marketing to the organization. In addition, she researches customer data management, including customer data platforms.
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Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Better Data Won't Increase Data-Driven Decision Making
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Don't Get Stuck in the Murky Middle of Marketing Analytics Maturity
Are you investing in marketing analytics, but don't see the impact you’d hoped for? You’re not alone! CMOs view marketing analytics as a core capability gap in their organizations.
You will learn:
- The core dimensions of marketing analytics maturity
- Where mature marketing analytics teams succeed and how not to avoid the murky middle
- Is your marketing analytics too mature for your marketers?
Tuesday, May 23, 2023 / 03:30 PM - 04:15 PM MDT
Roundtable: Share Your Wins and Failures in Marketing Data Usage
Marketing analytics’ influence on marketing decisions is stagnant, influencing just over half of marketing decisions. How do you ensure the valuable insights you generate are leveraged by stakeholders? Is it a data literacy problem? Is it getting the right data to the right people at the right time? What is “the thing” holding marketing analytics influence back?
Wednesday, May 24, 2023 / 10:30 AM - 11:15 AM MDT
Roundtable: Share Your Wins and Failures in Marketing Data Usage (Repeat)
Marketing analytics’ influence on marketing decisions is stagnant, influencing just over half of marketing decisions. How do you ensure the valuable insights you generate are leveraged by stakeholders? Is it a data literacy problem? Is it getting the right data to the right people at the right time? What is “the thing” holding marketing analytics influence back?