CHAPTER 5
Getting Started with Analytics
Marketing has always been a grueling and competitive sport—not unlike running a marathon. With the changes in the buying process, in media and technology, and managing expectations, it’s like running a marathon as the ground shifts beneath your feet. What was already difficult is becoming increasingly difficult. If you’re going to do it without measurement, it’s like running a marathon, in an earthquake, blindfolded.1
—David Raab
The critical part of any journey is the first step. Taking the first step in the marketing analytics journey represents a willingness, commitment, and desire to become a data-driven, revenue-oriented marketing organization. But it takes more than just desire. Success ...
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