Bring Analytics Out of the Basement
Author: Paul Schrimpf
Paul Schrimpf is a Senior Engagement Manager at Prophet, a strategic brand and marketing consultancy.
Measurement has always been a key component of marketing, and the emergence of analytics has taken measurement to a whole new level. But as Paul Schrimpf, senior engagement manager for AMA Content Partner Prophet observes, while the use of analytics continues to grow, it’s becoming clear that the most successful marketers see that analytically driven marketing goes beyond just the data and the math.
The most important element of analytically powered marketing is the human aspect of analytics. All too often, people stereotype marketing analytics as a bunch of mathematical equations and software applications. While this is a critical aspect, if you fail to acknowledge the role of marketing and seasoned executives in this effort, your marketing analytics efforts will fall flat every time.
The future isn’t about removing marketers from decision making. It’s about improving their ability to leverage data in order to explore, test and act on their own expertise.
The best analytic talent today are behaving more like marketers, and in-turn the best marketers today are more analytics-driven.
If you’re waiting for the math to tell you what to do, then you’re not only missing out – you’re likely also getting lost. We’re beginning to hit a point of diminishing returns when it comes to the pure mathematical aspects of analytics
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