Measurement Mindset: How to Approach Analytics and Data Differently

Your growth is being hindered by a poor Measurement Mindset.

In this episode, we review the various roles involved in marketing data & analytics and how their mindsets around data limit your organization's marketing success.

Marketers

• Poor Mindset: My agency handles our web analytics; they are the primary user
• Better Mindset: I need a dedicated "owner" of analytics, and I need to start using the data internally to drive marketing insights and help other teams (HR, Sales, Customer Success, etc.).
• Marketer's Analytics Mandate: Your data should be driving cross-organization insights. 

Measurement Pros, Analytics, Agencies

• Poor Mindset: Just give us GTM, and we'll throw together your tracking as we get the engagement going.
• Better Mindset: Data is foundational to everything we will be doing moving forward. Let's set aside dedicated time to get it right and implement it correctly.

Developers

• Poor Mindset: I need to get this off my plate to move to the next thing. 
• Better Mindset: How can I configure and document this for longevity. How can I add strategy to this request?  
• Developers should want to reduce the amount of code they write and maintain.

Marketing Operations

• Poor Mindset: Our marketing automation platform contains all the data we need.
• Better Mindset: How can we implement a process that allows marketing operations to serve other areas of the business by integrating data from other sources.

Sales 

• Poor Mindset: Web analytics creates data for marketing
• Better Mindset: Web & marketing analytics should generate data influencing sales planning and execution.
• Sales leaders should know how web analytics and lead data correlate to historical sales performance.

Join us for the next episode: The Consequences of "Free" Marketing Data