B2B Marketing Analytics Is Broken. Here’s How To Fix It

By Sofia Arango | Apr 4, 2019 7:00:00 AM | Tech and Data Analytics | 0 Comments

All your frustrations with marketing analytics could boil down to one simple idea, you’re looking at the wrong data. With nearly 1.7 MB of data produced every second, further complicated by variations in data quality and consistency, it's no surprise that analysts are overwhelmed and unsure of where to focus their efforts.

Here are 3 tips for reigning in your analytics strategy to optimize results that resonate with your c-suite:

1. Work Backwards from a Revenue Goal

By identifying your goals and the specific metrics—focused on speed and effectiveness—that will help you get there, you’ll be keeping your sales team happy with insights that keep the pipeline moving.

2. Leave Your Revenue Analytics in Hands You Can Trust: Marketing Ops

Instead of letting IT or BI departments take over, build your team with individuals who are passionate experts in marketing analytics and marketing operations who can provide the insights you need and the data to back them up.

3. Build Your Revenue Technology Stack

Set your team up for success by integrating marketing systems, automating workflows and notifying sales with dedicated, simple technology created with marketers in mind. Be sure to include the following when building your revenue technology stack: a central marketing database, time series revenue analytics, powerful and easy analyzers, ad hoc reporting and dashboards, and a monitoring and alerts system.

 Taking note of these tips could result in major rewards. Red House uses this kind of industry knowledge to help companies like yours turn their marketing organizations into a revenue performance powerhouse!



Read the source article on CMS Wire

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