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