Big Data Marketing: Engage Your Customers More Effectively and Drive Value

Chapter 9

Step Four

Make Metrics Your Mantra

Source: © Teradata 2013

Let's take a minute for a brief recap. As a smart business leader, you know it's time for your company to start taking advantage of data-driven marketing and big-data insights. So, you've opted to follow my five-step plan:

1. You've established a strategy.

2. You're tearing down silos.

3. You're working with your team to unravel the data hairball.

Along the way you've painted a clear vision for marketing's role in the company, and you've formed an alliance with the CIO. So what's next on your to-do list?

Your next step is to start proving that all these efforts are actually adding value to the business. You can do this by maintaining transparency with your data and processes, and by ensuring accountability across the marketing organization. That may sound like a tall order—and it is–but once again, you'll find it's all feasible if you tackle it using a step-by-step approach.

How do you demonstrate that marketing contributes value to the business? You use metrics to measure your progress. You and your team need to track conversations and engagement for every email campaign. You need to measure the return that every media buy brought to the bottom line of the business. Every year, you need to show precisely how you and your team are improving marketing's effectiveness and efficiency. Metrics, metrics, metrics. ...