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Translating Insights into Better Marketing Programs

Today, I thought I would talk to you a little bit about leveraging insights and analytics in order to improve your marketing programs.

So whose job is it to ensure insights turn into action? I think a lot of you would probably say, "Well, that's the analytics team." We actually think it's everybody. The entire team should be focused on measurable performance, whatever those KPIs are. That could be from the top of the funnel with awareness, all the way down to the bottom of the funnel when we're thinking about conversion.

We want to make sure we have those KPI frameworks in mind and that we're laddering back up to that for every step that we take. I'm sure you're wondering, "How do you get started?" So first, you establish your customer strategy and map out your KPI framework. Then, we would recommend that you would establish your data framework and create a roadmap in order to support that growth. Then, you want to look at your first-party data that you have available, and then consider any third-party data that you could use in order to enhance that first-party data.

Lastly, it's really important that there's partnership and alignment across all groups. That's internally and externally. So internally, you've got your analytics, strategy, agency services, relationship management; it’s working in concert with each other, and then with your clients, from a marketing product and even a measurement and analytics perspective.

We want to create a culture of curiosity and learning. So we want to constantly be thinking about, "How can we improve response? How can we get more people to respond?"

And if you'd like to learn more, you can explore our website, or you can email me at [email protected]. I look forward to talking to you soon.

Note: Matt Snow and Steve Donohue contributed to the thinking behind this video.