I had the opportunity and privilege to speak to a roomful of corporate marketers recently with MarketingProfs on the topic of marketing analytics in an AMA-style forum. I was expecting lots of questions on overall analytics strategy, the future, etc. and what came through instead was a series of questions on the correctness of implementations. This points to a significant need at corporations for solid analytics governance, so that we don’t have to constantly re-do our work as data-driven marketers. Some additional thoughts:
Analytics as a strategic driver requires analytics governance, so we know who’s doing what. There’s no substitute for doing it well.
If you enjoyed this, please share it with your network!
Want to read more like this from Christopher Penn? Get updates here:
 Get your copy of Marketing Blue Belt! |
