In this new era of accountability, meaningful analytics are vitally important to every brand's success. Some brands today
spend hundreds of thousands to millions of dollars a year on marketing analytics
programs but even with the best of intentions most do not get an appropriate payback.
Either the analytics do not address the business challenges at hand and/or the company is not capable of interpreting the data – ugh!
Hope these simple tips help you.
Agree on objectives and analytics
Set and manage expectations
Define roles, responsibilities and communication points
Keep math and analytics simple
Create guidleines for interpreting and translating results into actions
- Establish a decision process