Marketing guide: How to create an analytics-driven marketing culture?

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Marketing team members are considered to be creative people who rely on clever promos and gut instinct to win customers. They are not trusted a strategic advisers because it is believed that they are not adept in measurements and fail to demonstrate value.

For a business to succeed in today’s competitive global market, it needs to build a marketing team with analytical culture. Applying analytics makes it possible for the marketing team to combine fact-based decision making with creativity.

Here it is important to note that analytics does not replace innovation. It also does not supplant people or programs. Analytics enables innovation and efficiency. It ensures accountability, builds confidence and rewards curiosity. It eliminates guesswork.

How to build analytics driven marketing team? Here are some tips.

It is important to take data seriously. You need to treat data as a portfolio. Manage it in such a way that it delivers the results that you want. Data has to be precise. Otherwise you will end up taking wrong decisions.

Marketing teams of successful businesses have readily adopted metrics that demonstrate value. These metrics indicate areas of progress and areas that have scope for improvement. It is important to come up with a process for continual evaluation and adjustment of your metrics.

Another use of analytics involves marketing optimization techniques. These proven techniques decrease opt-out rates and increase conversion rates. Optimization is pivotal for list segmentation and campaign design and execution.

While hiring people for the marketing team, it is advisable to seek people who have a passion for analytics and who understand the importance of data and analytics in decision making. At the same time they need to be creative and innovative.

It is advisable to start every project request with the question, “Do you have date to support?” This approach encourages the members of the marketing team to understand how to create value for the company.

Data and analysis enable you to base tough decisions on facts. It creates the right balance in your marketing efforts. Analytics helps you to monetize your marketing investments. It provides you with insights about the value of each marketing activity

It is important to give the members of the marketing team freedom to test and learn. This approach enables them to take intelligent decisions and to thereby drive change. It will increase their confidence enormously.

Members of the marketing team should work with members of other departments like IT, sales and finance. This relationship should be built on the basis of mutual respect and clear alignment.

Effective communication is the key to build and sustain this relationship. It is important to remember during interactions that all the members of the organization are working towards one goal.

Your relationship with the sales team will benefit from analytics approach. Providing market intelligence to sales will enhance the credibility of the marketing team.

Marketing team which is creative, innovative and passionate about analytics can do wonders to your business. The above-mentioned tips will help you immensely in creating such team.

If you want to join me in building a successful online business register on my team using the links or buttons below make sure to also add me on Facebook as well and send me a message.. I Wish You Lots Of Success .If You Liked This Post Please Share Using The LiveFayre Links at the bottom of this post. Many Thanks Sotiris

Banner Millionaire

Join Now

Want To Earn A Full Time Income Working Part Time? Just click below to find out more.