Many organizations invest a great deal of time and effort into measurement, and yet don’t take the time to review their results to make data-driven decisions. I’ve seen marketing teams generate excruciatingly detailed reports on campaign and tactic responses, but then never use the information to answer basic questions such as “What should we do more often?” or “What should we stop doing?”
If you haven’t also developed a data-driven culture, what good is it to develop another report or dashboard?
Great marketing measurement helps foster a data-driven culture by providing marketers with the tools they need to understand the “why” behind results and reveal what’s needed to improve performance. At SiriusDecisions, we’ve talked to enough clients to understand that creating this culture is not easy. Here are some recommendations for marketing leaders on how to make the transition to a data-driven culture:
Great marketing measurement is not just a set of good-looking reports or dashboards. It’s the result of a process that engages your audiences and ingrains actionable measurement in every marketer’s thought process. Be sure to read the Core Strategy Report “Marketing Measurement: The SiriusDecisions Way” for more on the fundamentals of marketing measurement.
Jeff Clark brings over 25 years of B2B marketing experience to the Marketing Operations Strategies service. Jeff develops SiriusDecsions’ research on marketing measurement and technology planning. His work helps b-to-b organizations effectively quantify, understand and convey the value being created by their marketing functions and assists marketing operations teams in their planning and management of technology.