IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2018v4i1p46-52.html
   My bibliography  Save this article

How organisations can establish marketing analytics as the common business language to drive continuous improvement

Author

Listed:
  • Grubb, Tom

Abstract

Marketing analytics can move mountains when everyone in the organisation understands what the analytics mean, how to use them, and trusts in their veracity. The ideal end-state for organisations is for marketing analytics to form the basis of a language that enables people to communicate with one another to accomplish a common goal. To reach this level of organisational marketing analytics maturity requires a plan backed by a strategy. This paper describes the characteristics of a high-performing marketing analytics culture, with practical examples and experiential insights to help marketers establish a common language for marketing analytics in their organisation from top to bottom.

Suggested Citation

  • Grubb, Tom, 2018. "How organisations can establish marketing analytics as the common business language to drive continuous improvement," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(1), pages 46-52, April.
    • Handle: RePEc:aza:ama000:y:2018:v:4:i:1:p:46-52
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/1358/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/1358/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    marketing analytics challenges; marketing attribution; MQL; sales and marketing alignment; analytics training; marketing language;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2018:v:4:i:1:p:46-52. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.