Tag Archives: VisionEdge Marketing

VEM and ITSMA Provide Marketing Data, Analytics, and Metrics Benchmarking Opportunity

Marketers who have come to be perceived as value generators for their organization have learned how to use data, analytics, processes and metrics to move business results and demonstrate their contribution. The problem is that many marketers are tracking metrics that are easy and convenient but have little or nothing to do with the organization’s performance. The real challenge for a good number of marketers is to develop and use metrics that drive results.

ITSMA and VisionEdge Marketing have teamed up in an Marketing Performance Mangement survey (open until July 27th) to give marketers the opportunity to gain insight in their use of marketing data, metrics, and analytics to inform marketing decisions, predict buyer behavior, improve marketing performance, and forecast trends.  Read More…

Four Parameters for Selecting Marketing Metrics that Matter

With the increased pressure on business leaders to be more personally accountable for the performance and conduct of their organizations, the emphasis on performance management has trickled down and across the organization, including marketing. Performance management focuses on optimizing individual or group performance in order to achieve the organization’s key initiatives and objectives. Performance management includes the metrics and the data, measurement, alignment and analytical processes, methodologies, capabilities and systems needed to manage the performance of an organization. A sound marketing performance management process is essential for enabling marketing professionals to demonstrate and communicate marketing’s impact on and contributions to the organization.

Marketing measurement provides the process for being able to measure marketing performance. When we wrote our second book, Measure What Matters: Reconnecting Marketing to Business Goals, we emphasized that just because we can measure something doesn’t mean that it matters. Since the book’s debut in 2004, the content that marketing can measure has only proliferated. Focusing on metrics that are easy may give Marketing interesting things to report, but may not help us demonstrate our value, foster better decisions or enable course corrections. The whole point of performance management, marketing accountability and marketing measurement is to help Marketing optimize performance and achieve meaningful business results. Read More…

Analytics and Marketing Operations: A One-Two Punch for Growth

Today’s customers are more value-oriented and less loyal, creating even greater challenges in today’s business climate.  With customer expectations increasing, the competitive landscape growing, the proliferation of new technologies and channels, and the avalanche of data, marketers needs more than intuition and experience to succeed.  The world is just too dynamic and the pace of change is just too fast.  In fact, the deluge of data is actually fueling the growth of analytics.  As Dave Frankland of Forrester once said, ‘the goal is not to collect data, but to develop insights.’ Insights are the purview of analytics.  Analytics are algorithms: advanced and/or mathematical techniques on large volumes of data that help marketers translate data into actionable insights to help drive marketing and customer strategies and optimize marketing efforts. Read More…