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Building a successful marketing analytics organisation

Author

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  • Young, John

Abstract

As the strategic importance of analytics has grown, organisations have increasingly elected to develop (or expand) an in-house group. While a large number of companies have launched an analytic function, many struggle to deliver maximum value to their marketing stakeholders. This paper lays out a blueprint for delivering a centre of excellence in analytics — establishing a mission for the group, creating a group identity, developing an analytic roadmap, building a compelling analytic framework, and ensuring the requisite enablers of data, tools and people are in place. Following these five steps will help organisations greatly increase their chances of success.

Suggested Citation

  • Young, John, 2017. "Building a successful marketing analytics organisation," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(2), pages 112-122, May.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:2:p:112-122
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    More about this item

    Keywords

    marketing analytics; in-house analytic organisation; organisational alignment; customer life-cycle management; analytic data mart; analytic consulting;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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