Have you ever wondered why when you are browsing a website, coincidentally the Nike tennis shoes or the new home washing machine you Googled earlier in the day now was being advertised on that website? Well, you can thank all of the marketing analytics gurus around the world for that! These individuals are able to clearly quantify numbers we did not even know existed. They can explain how your marketing budget connects to revenue and where your next dollar will be allocated to generate even more revenue.
Daneil Kehrer explains, “Data Scientist may be ‘The Sexiest Job of the 21stCentury’ as Tom Davenport and D.J. Patil claimed in their Harvard Business Review article. Nevertheless, the marketing and Big Data pros who labor behind-the-scenes to pioneer advanced analytics still do so – for the most part – in anonymity. That’s starting to change. “Sexy” or not, these analytics aficionados are performing marketing optimization and attribution “miracles” that are changing how big brands spend tens of billions in marketing and advertising dollars annually.”
These gurus are responsible for driving millions of dollars for their companies. This role has become so crucial for companies globally that an annual $100,000 Marketing Analytics Leadership award will be given to marketers who are able to use analytics to “drive better business decisions. (Agencies are allowed to assist clients with submissions, but only the client organization will be named a winner.)” The proceeds will go directly to charity.
How does your organization tract their marketing analytics?