{"id":56945,"date":"2025-01-30T04:22:45","date_gmt":"2025-01-30T04:22:45","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/2020-marketing-planning-powered-by-marketing-analytics\/"},"modified":"2025-01-30T04:22:45","modified_gmt":"2025-01-30T04:22:45","slug":"2020-marketing-planning-powered-by-marketing-analytics","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=56945","title":{"rendered":"2020 Marketing Planning \u2013 powered by Marketing Analytics"},"content":{"rendered":"


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It\u2019s about time for 2020 planing. Marketing teams across the board are heads-down reviewing 2019 performance and coming up with strategy and budget for 2020. With our <\/span>marketing analytics services<\/span><\/a>, we have been enabling our customers to access 2019 (and before) <\/span>marketing performance data on the fly along with the ability to drill down into the data to discover actionable insights<\/span><\/strong> and do what-if analysis for 2020 planning. Having access to these marketing analytics capabilities to access performance data in real-time has been game-changing for our customers especially when it comes to annual planning.<\/span><\/span><\/p>\n<\/div>\n

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As good as having these capabilities sounds, it goes without saying that the road to having these capabilities is not easy. <\/span>Apart from numerous other factors that influence a good marketing analytics strategy, data quality is one of the critical ones<\/span><\/strong>. There is a good old saying that no matter how good the chef or the restaurant, the dish that comes out of the kitchen will only be as good as the ingredients that go into making of the dish. Translating this analogy to our world of analytics,<\/span><\/span><\/p>\n<\/div>\n

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the insights that are provided by marketing analytics frameworks can only be as good as the data that is fed into the analytics infrastructure by the martech platforms and the associated processes.<\/span><\/span><\/p>\n

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The topic of data quality is very broad in marketing analytics but for this discussion around marketing planning, we would like to<\/span><\/span><\/p>\n<\/div>\n

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focus on 1 key area \u2013 the campaign planning and execution framework.<\/span><\/span><\/p>\n

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Whether it is a start-up or an enterprise company, there is one constant across all marketing departments, <\/span>the need for \u201cprograms execution\u201d at lightening speed to drive engagement with the customers and accelerate pipeline generation<\/span><\/strong>. The faster a marketing organization is executing programs, more is the need for the marketing analytics teams to provide insights around the performance of the campaigns to enable optimization of the strategy and spend in the pursuit of higher ROI. Given the <\/span>growing scrutiny around marketing budgets and the asks across the c-suite for ROI from the marketing spend<\/span><\/a>, these analytics powered optimization process is critical to keep fueling the demand generation engine and at the same time <\/span>delivering the ROI for growth marketing<\/span><\/a>.<\/span><\/span><\/p>\n<\/div>\n

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    New Engagements \u2013 Volume and Quality:<\/span><\/span><\/p>\n<\/li>\n

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    Cohort-Based Demand Waterfall Conversions:<\/span><\/span><\/p>\n<\/li>\n

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    Influenced and Sourced Pipeline:<\/span><\/span><\/p>\n<\/li>\n

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    Multi-Touch Attribution:<\/span><\/span><\/p>\n<\/li>\n<\/ol>\n<\/div>\n

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    When it comes to understanding what channels and themes are resonating with the customers, it becomes challenging for marketing analytics teams to aggregate data and provide actionable insights because a common theme or framework is missing across most of the marketing organizations. While creating campaigns, most of the marketing organizations follow no or at best, the framework of a fragmented campaign. This approach makes it difficult for marketing analytics teams to compile the data and provide actionable insights. Our experience has shown that many organizations see the campaign planning framework as a mere nomenclature alignment exercise but this is what eventually prevents marketing analytics teams from providing meaningful insights. Campaigning planning and framework are beyond just nomenclature. As any seasoned marketer would agree, <\/span>campaign planning is a strategic exercise, which aims at:<\/span><\/strong><\/span><\/p>\n<\/div>\n

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