Don't bother with marketing analytics unless it helps with better decisions

Matt Jauchius, CMO for Nationwide, discusses the Art and Science of Marketing Analytics in a video shared by McKinsey

Answer this simple question: is your advanced analytics a means to an end or an end to itself? Most marketers will answer the former, and can point to some analysis that’s driving some improvement. But if you dig under the surface a little, you’ll often find that advanced analytics can often take on a life of its own and becomes such a monstrous process that it moves far from the goals you laid out for it.

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