Marketing Analytics: Sinkhole or Strategic Advantage?
ADOTAS – Today, Sapient announced the availability of its new industry whitepaper, “Marketing Analytics – Sinkhole or Strategic Advantage?” authored by Sapient Director of Business and IT Strategy David Bond.
In the white paper, Bond identifies six key obstacles that inhibit the effective use of analytics and introduces five guiding principles that executives should follow to leverage the full, inherent value of analytics.
Bond stated: “The quantity and complexity of marketing data has exploded in today’s world of direct and interactive marketing. The problem is that in our haste to roll up our sleeves, many have failed to ask the fundamental question – What should we measure? We end up with pages of numbers that have little connection to the strategic drivers of the organization. This whitepaper is designed to serve as a guideline to avoid the all too common analytics sinkholes. It drill down into some of the major issues people in the industry face today and provides best practices for getting strategic value from your analytics.”
Based on interviews with industry professionals and other research, Sapient has found that one of the biggest obstacles that seems to be most common in the market is the gap that exists between corporate goals and tactical analysis. The firm recommends that organizations get “on the same page” regarding the measurements that matter most to their business. Sapient also recommends that companies resist the initial urge to look at all numbers and instead adopt only a few measures that help achieve strategic advantage.
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