How CCOs are leading the way in analytics adoption


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This article was written by Ashley Kramer, Director of Product and Marketing at Sisense

The role of the marketing director has undergone a great evolution over the past year. Deloitte Global Marketing Trends Report 2021 indicates that the role of marketing and marketing directors has been elevated within the C suite, with executives citing marketing and sales as one of the most important functional areas over the next 12 months, just behind data and technology. In a rapidly changing competitive landscape, marketing executives can take this moment to create a culture of analytics-first that is reinventing the role of data to drive revenue and grow the business.

CMO as a data evangelist

Marketing was always data driven, but often driven by gut instinct, which made it difficult to get granular details about a campaign’s performance. The pandemic has disrupted businesses as customers changed their buying habits overnight. The prospect-to-purchase journey has become extremely digital and self-directed, and customer expectations have increased. As a result, marketing managers had to allocate more resources to digital campaigns and touchpoints.

However, the value of the large amounts of data that this generates needs to be captured. Using Business Intelligence and Analytics (BI&A) tools, it is possible to slice and slice data to gain valuable customer information and present it to users and non-technical stakeholders.

But more importantly, marketing managers can bring the big picture of the customer to the boardroom and work closely with the CIO / CDO. According to the Deloitte report, 81% of marketing directors revealed that they now have a significant influence on C-suite conversations related to marketing strategy, up from half the number the previous year. Marketing executives can take the opportunity to highlight the long-term impact of marketing on brand, revenue and growth and champion customer experience through data. This is especially useful for the C suite, as companies are under increasing pressure to make their business more customer-centric or risk irrelevant.

CMO as a self-service data advocate

You can get all the data you want, and more, but you can never have enough data analysts to help you understand the data. Thus, data-driven marketing efforts can fail or become piecemeal, and marketing managers will find it nearly impossible to get their teams to adopt a culture of analytics. Self-service BI&A is the answer to this dilemma. Here is an example.

A leading cloud-based website development platform, which quickly grew from a start-up to a market leader, found it needed to monitor the effectiveness of marketing campaigns and ” accurately analyze user behavior to maintain market share. They were looking for a solution to help non-technical business users extract information from multiple data sources and increase their efficiency. With Sisense, business users had an accessible and flexible solution capable of handling high-volume data streaming without interruption. They could easily direct API access to their Google AdWords and Google Analytics data, and easily connect MS-SQL, Oracle and MySQL databases, Excel and CSV files. They could also run ETL functions in Sisense’s unique Elasticube for greater flexibility. By using Sisense, the organization has empowered employees to adopt analytics throughout its marketing operations to stay on top of customer trends.

CMO as a leader of the new wave of analysis

Marketing managers love their data, but information can be missed when it is inaccessible or hard to share, forcing marketers to revert to gut decisions. By infusing analytics into workflows and applications, marketing managers can drive analytics adoption rates to create a data-driven culture within their teams and the organization. Analytics-infused solutions always offer sharing capability and up-to-date data, allowing business users to optimize their campaigns faster than ever before without having to leave their workflows.

CMO as a corporate data weaver

Marketing managers can leverage multiple data sources with hidden information about customer preferences and buying behavior. This can include information from chatbots or even sentiment analysis from social media channels. This data can be siled across departments, but with the right BI&A tool that enables information sharing, teams across the organization can benefit.

A global mobile company and micro-employment company wanted to tap the vast amounts of data in its marketing, operations, and finance departments. This included data on their multiple marketing channels (social media, TV ads, influencers, outreach) from around the world, in non-standardized formats. Obtaining information for a specific set of KPIs from data analyst teams typically takes some time, and follow-up questions take longer, reducing their ability to optimize campaigns.

With a BI&A tool like Sisense, marketing, finance and operations teams were empowered to become citizen data explorers, investigate data on their own, create custom dashboards to explore data and gain actionable insights. The marketing team uses dashboards to explore data, improve marketing efforts, and research any issues that might have gone unnoticed before. Today, access to non-siled data helps the company increase overall customer loyalty, improve revenue, and find the best performing markets and channels.

CMO as a leader in digital transformation

As the C-suite welcomes information from marketing, marketing managers can take the opportunity to push the organization towards digital transformation. By encouraging the injection of data analytics into day-to-day workflows to create a culture of analytics-first, marketing managers can play a leading role in breaking down departmental silos and refocusing corporate goals. organization to become more customer-centric and strengthen their role as engines of growth.

Ashley Kramer is a senior executive with over 15 years of experience scaling hyper growth companies including Tableau, Alteryx, Amazon, Oracle and NASA. She has a solid track record of transforming product and marketing organizations and effectively defining and implementing end-to-end product strategy and vision. Ashley is passionate about data, analytics, AI and machine learning.

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About Ricardo Schulte

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