How does your organization decide what marketing data is worth keeping? What data is most relevant to marketing today?

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MARKETING OP. STRATEGY LEAD2 years ago

We have a three-pronged approach with a singular goal. Our audience management team’s focus is clean, actionable customer data while our analytics team focuses on performance data. My team’s focus is operational data. In this model, good audience data drives better performance analysis that, when supplement with operational data, enables clear ROI metrics.

2 years ago

We look at return on investment and those metrics that are straight to it. Cost per conversion is a big one. We’ve also looked at it by the audience long enough to the point that we've benchmarked against ourselves to understand whether or not we are improving from top of funnel to bottom of funnel.

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Building customer trust to collect data 4%

Integrating data across platforms38%

Using data effectively for personalization 23%

Complying with data privacy regulations33%

Convincing stakeholders of its ROI

Something else (comment below)

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Percentage of revenue — Fixed percent based on marketing activities 22%

Fixed sum — Predetermined fixed amount irrespective of revenue changes11%

Objective-based — Budget determinate on specific marketing objectives39%

Competitive parity — Budget set based on competitor analysis 5%

ROI-based — Funds allocated based on expected return 22%

Blend of distribution (comment below)

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