Financials is the one data source to which marketers have the fullest access, but they are challenged to connect their contribution to business outcomes. Measuring revenue, profit, and ROI rank in the top 5 Key Performance Indicators (KPIs) that C-level management require. Yet those KPIs also represent some of the […]
This figure combines two questions to understand what may be creating the universal gap to fulfill the number one barrier, advanced analytics: “What are the most important data sources you require to provide advanced analytics, and of those, what is your ability to access them?” Outside of marketers having more […]
Departmental integration and communications is the #2 barrier for marketers to achieve their priorities. By overlaying 3 different questions, it becomes evident the lion’s share of marketers do not see it as a top focus to improve, even though it is the #7 lowest ability to perform. It is worth […]
Jim Meier, Senior Director, Marketing Finance, MillerCoors, and I have been on a few rodeos before including speaking at the C-Suite Conference, and a few apropos beers here and there. Nothing but MillerCoors’ brands, to be exact. Jim is a big Marquette University men’s basketball fan. I am not. My […]
Advanced analytics and insights continues to be number one in all major industries including Healthcare and Pharmaceuticals, Services, Technology, and Industrials, according to responders. Want to learn more? Fill out our form to receive your free C-Level 2016 Marketing Study.
If marketers acknowledge their infrastructure is currently both a shortcoming and a priority to support its brand promise and customer-centricity, what is impeding their ability to attain it? Across the board, advanced analytics takes the top spot. This is not to suggest that marketing leaders are fully responsible for managing […]