Marketing Analytics: 5 Trends
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Transcript of Marketing Analytics: 5 Trends
Copyright © 2007 Cartesian Consulting 1
Marketing Analytics
5 Trends
Copyright © 2007 Cartesian Consulting 2
Mass Consumption
• More people are consuming analytics and BI in the organization
• The demand will drive better data, metrics and reporting systems
• The sales team should be the first to benefit from the insights that data throws up
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Train of thought• Analysis needs to be
quick, visual• Carried out by end
consumers as far as possible
• Quick enough to allow train-of-thought analysis
• And flexible enough to build and sustain analytical momentum
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Creative Approaches
• Analysis and data visualization are a highly creative field
• Expertise in this field is to be identified and nurtured
• Those that possess the skills shall soon become the super-heroes in organizations
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Complexity Agnostic
• Complexity only where needed
• Mangers are avoiding complex statistical “black box” models in favor of simpler one that are usually as effective
• Don’t use a spaceship to get you across the street
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Business Focus• Analysis that has
bottomline impact survives
• Everybody needs to straddle business and analytical thinking
• Analysts need to adapt to business needs while marketers adapt to a more analytical way of working