Performance marketing insights, discussions and expertise

Marketing Data: I was told there would be no math…

By on January 14, 2016

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I’ve heard many fellow marketers exclaim, “I was told there would be no math.” It’s possible those words have even escaped my own mouth. Today, however, the rise of Big Data means math and marketing are inextricably linked — and that’s a good thing.


 

I am not suggesting that marketers are inherently bad at math. Many of my colleagues and marketing friends have advanced degrees and skills in economics, business, statistics, etc. My point is that numbers and measurement have become increasingly important in marketing — and the expectation is that we marketers know what to do with the information. The truth is, numbers are powerful and compelling, but also potentially overwhelming.

For those of us who are intimidated by pivot tables and the multitude of reports we’re responsible for decoding, the use of a platform like Impact Radius can actually be comforting. For years, I consulted Google Analytics to tackle questions about performance, ROI, and traffic flows. However, I still found myself lacking clarity and insight — and evidence for my C-suite. I had lots and lots and lots of numbers, but no real answers. I manually compiled reports from social media and my email marketing tools, combining that information with my GA numbers. I went searching for more data, more visualization, more connection between campaigns and channels and partners.

I wanted the numbers (I now know what I needed was attribution). I’d spent years focusing on reading and writing, only to find out that it was all about the arithmetic. Having centralized data, real-time actionable reporting, and click path analysis provides must-have and most-used numbers so that you’re armed with the information you need to show marketing impact — when, how, and where you need it.

Intelligent analytics take the mystery out of the math and organize the numbers into the bite-sized chunks you need. Attribution models and customer journey insights take things to the next level — making the math to work for you and not the other way around.

There’s no escaping this new numbers-focused reality, but you can make it less of a burden. In fact, you can use data to empower, impress and prove value. You just need the right tools to help.

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