May 2015
Beginner to intermediate
128 pages
4h 46m
English
Content preview from Marketing Analytics Roadmap: Methods, Metrics, and ToolsBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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CHAPTER 2
The Marketing Analytics Landscape
Facts, Attitudes, and Challenges
When viewing marketing as an entity, you can perceive it as having a persona, similar to the three types Chapter 1 describes: no analytics, pseudo-analytics, or real analytics. These personas represent a spectrum of how the marketing team operates and creates value. On one end of the spectrum, marketing is reactive and operationally oriented, managed by the perpetually busy, “hair on fire” type of manager. Occupying the other end of the spectrum are organizations where marketing is a strategic asset, providing leadership to the whole company through a visionary leader executing a plan that aligns with corporate strategy. The foundation of that plan is a set of analytics ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.