20 min

Measurement Mindset: How to Approach Analytics and Data Differently The State of Analytics

    • Marketing

Your growth is being hindered by a poor Measurement Mindset. In this episode, we review the various roles involved in marketing data and analytics and how their mindsets around data limit your organization's marketing success.
MarketersPoor Mindset: My agency handles our web analytics; they are the primary user
Better Mindset: I need a dedicated "owner" of analytics, and I need to start using the data internally to drive marketing insights and help other teams (HR, Sales, Customer Success, etc.).
Marketer's Analytics Mandate: Your data should be driving cross-organization insights.

Measurement Pros, Analytics, AgenciesPoor Mindset: Just give us GTM, and we'll throw together your tracking as we get the engagement going.
Better Mindset: Data is foundational to everything we will be doing moving forward. Let's set aside dedicated time to get it right and implement it correctly.

DevelopersPoor Mindset: I need to get this off my plate to move to the next thing.
Better Mindset: How can I configure and document this for longevity. How can I add strategy to this request?
Developers should want to reduce the amount of code they write and maintain.

Marketing OperationsPoor Mindset: Our marketing automation platform contains all the data we need.
Better Mindset: How can we implement a process that allows marketing operations to serve other areas of the business by integrating data from other sources.

Sales Poor Mindset: Web analytics creates data for marketing
Better Mindset: Web and marketing analytics should generate data influencing sales planning and execution.
Sales leaders should know how web analytics and lead data correlate to historical sales performance.

Join us for the next episode: The Consequences of "Free" Marketing Data

Your growth is being hindered by a poor Measurement Mindset. In this episode, we review the various roles involved in marketing data and analytics and how their mindsets around data limit your organization's marketing success.
MarketersPoor Mindset: My agency handles our web analytics; they are the primary user
Better Mindset: I need a dedicated "owner" of analytics, and I need to start using the data internally to drive marketing insights and help other teams (HR, Sales, Customer Success, etc.).
Marketer's Analytics Mandate: Your data should be driving cross-organization insights.

Measurement Pros, Analytics, AgenciesPoor Mindset: Just give us GTM, and we'll throw together your tracking as we get the engagement going.
Better Mindset: Data is foundational to everything we will be doing moving forward. Let's set aside dedicated time to get it right and implement it correctly.

DevelopersPoor Mindset: I need to get this off my plate to move to the next thing.
Better Mindset: How can I configure and document this for longevity. How can I add strategy to this request?
Developers should want to reduce the amount of code they write and maintain.

Marketing OperationsPoor Mindset: Our marketing automation platform contains all the data we need.
Better Mindset: How can we implement a process that allows marketing operations to serve other areas of the business by integrating data from other sources.

Sales Poor Mindset: Web analytics creates data for marketing
Better Mindset: Web and marketing analytics should generate data influencing sales planning and execution.
Sales leaders should know how web analytics and lead data correlate to historical sales performance.

Join us for the next episode: The Consequences of "Free" Marketing Data

20 min