Why Data Analytics is Superpower
data analytics is going to be a
superpower really as we move into the
world of Cookie list and it’s really
going to be important for us to have
a team of data analysts and data
scientists available around the clock
who are able to do deep dives into our
data platforms and really extrapolate
the data that we need to understand
how effective our marketing initiatives
are click-through rate is an outdated
metric and we can no longer rely on
click-through rate clicks and website
traffic data as a single leading
indicator of performance with platforms
such as connected TV display digital
audio online video we need to start
thinking of metrics such as Impressions
and engagement and really kind of
getting our martech stack in order if
you want to say that in terms of you
know having robust platforms that house
all of this data platforms such as CRM
CDP as well as of course things like
Google analytics and I don’t think that
we’re going to be able to rely on a
single platform anymore as our source of
Truth we really are going to have to
pull the data together from all of these
types of platforms and bring about a
story as to what is happening on the
back end as we run our marketing
initiatives and what is actually driving
those business outcomes such as Revenue
sales and Roi
so we are going to need to start
thinking about things such as
omnichannel measurement so not just
measuring things that are happening on
our digital channels and platforms but
also activity and behaviors that are
happening offline in store for example
and really tying it all together with
methodology such as closed loop
reporting which allows us to take our
online and our offline conversion
actions and pull them into a system and
understand the revenue that is being
driven by those activities
so I think if one word had to sum it up
it would be flexibility we really are
going to need to be more flexible as
analysts and as marketers so that we can
really understand the true extent and
the True Value that our marketing is
providing