A roadmap for modern marketing analytics

For all the promise of data-driven marketing decision-making, Gartner predicts CFOs will slash marketing analytics budgets by up to 60% in 2023. Companies have spent years building up these teams—however, they have largely been unable to deliver the data-driven results that executives want. In fact, the same study estimates that marketing analytics influences only 53% of marketing decisions.

Within this comprehensive resource, we cover the challenges of and approaches to operating an effective marketing analytics organization. First, we define the scope of marketing analytics, using a jobs-to-be-done framework: What (reporting on facts); Why (digging into causes); Who (understanding audiences and customers); How (attribution and mix); and What Will Happen (predictive modeling). Finally, we cover the seven functional areas that enable these jobs, and the best practices that make them work effectively: source systems, data pipelines, analytical data storage, data science, business intelligence, project management, and team skills.

This whitepaper is a detailed, concrete resource for marketers and marketing analytics professionals looking to take their organizations to the next level of data-driven decision-making.