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My content creation habits were formed as a kid -- filling notebooks with writing and taking stacks of pictures. These habits have evolved through my 20 years in marketing, as I’ve been immersed in all forms of content, social media and online technology. As Editor-In-Chief of Media is Power, I guide editorial strategy and ensure your needs are met. This is one way I help tell The Empower Group’s story as the director of marketing.
I agree. Many businesses get wrapped up in going after as much of the easy-to-get data as possible. Their thinking being that more is always better.
We (marketing analytics professionals) are very good at measuring the impact of individual events, e.g., a campaign, or everything that happens on a single platform, e.g, website activity by a customer. The “Gray Swan” article above says it best… We need to start with the business goals and design our marketing analytics around measuring business goals. Taking this approach will lead most businesses to understand they need to track a single customer (and multiple customers from a single company) across platforms, and throughout the marketing-sales-customer experience process. Only by doing this can we begin to understand what interactions build customer value for our businesses.
I agree. Many businesses get wrapped up in going after as much of the easy-to-get data as possible. Their thinking being that more is always better.
We (marketing analytics professionals) are very good at measuring the impact of individual events, e.g., a campaign, or everything that happens on a single platform, e.g, website activity by a customer. The “Gray Swan” article above says it best… We need to start with the business goals and design our marketing analytics around measuring business goals. Taking this approach will lead most businesses to understand they need to track a single customer (and multiple customers from a single company) across platforms, and throughout the marketing-sales-customer experience process. Only by doing this can we begin to understand what interactions build customer value for our businesses.