4 Ways to Spark Greater Analytics Adoption

. August 18, 2017

A common measurement mistake that many companies make is that they spend big on marketing analytics but they don’t worry enough about how to actually apply insights across the organization. Increased spending must be matched by a commensurate effort of those analytics to drive better decision-making.

McKinsey, for one, has framed the move toward greater marketing measurement as the intersection of three sectors, where “value capture” exists at the point of overlap between three areas:

  1. Big data,
  2. Predictive & optimization models, and
  3. Organizational transformation.

For those who get it right, opportunity abounds in the form of new abilities to segment customer populations, fact-based support and greater transparency for strategic decisions, and a way to quickly apply test-and-learn techniques to explore war game scenarios, among others

Like many organizations, however, yours may be scrambling to simply stay upright against hurricane force changes. And throwing money at analytics won’t by itself help achieve the business goals you seek.

Experience of successful analytics driven marketing organizations suggests that the war against institutional lethargy can only be won with organizational change.

Here are four suggestions that can help spark greater analytics adoption:

  • Create an Analytics “SWAT” Team

To succeed, companies must embrace fact-based decision-making across the entire organization. But it’s not news that such efforts can meet strong resistance. The Rx is to create a neutral “Analytics Innovation and Transformation” team. This team reports to the CEO, has buy-in from the entire C-suite and is tasked with disrupting institutional lethargy so that the organization can begin to capture analytics value.

  • Re-position Paradigms

A simple starting point is the realization that analytics is no longer the exclusive purview of the data nerds, but is (or should be) a core organizational competency. To get there, C-suite seat holders might need reminders of what’s going on “out there” in the fast-expanding universe of marketing measurement.

A senior executive at a global packaged goods company recently led a group of other executives at his company on a pilgrimage to Silicon Valley for immersion training in the latest and greatest developments from social media, data technology, analytics and more. They visited several of the major players, along with a few small disrupters that are making sure “business as usual” is gone for good. Changing the paradigms of your team members in this way, among others, can help shake things up.

  • Make Marketing Lead

CMOs (preferably in concert with finance) must be key players in any analytics transformation team. Maybe, as some have suggested, CMO should really stand for “Change Management Officer”.  Everyone’s feeling the heat. Accountability (through transparency) has never been such a hot topic among marketers. There’s an urgent need for many CMOs to strengthen their hand within the organization by taking the lead around fact-based decision-making.

A key to bringing cross-functional teams on board is to simply articulate the answers you are seeking, and where the data to provide those answers will come from. Some divisions may be sitting on valuable data assets without even knowing it. By identifying that data and setting up a system to collect, protect and use it, doubters can be won over.

Fact-based decision-making is only partly about math and computational power. It’s an organizational challenge as well. Marketing is now a war of information, insight and asymmetric advantage gained by applying advanced analytics. The organizations most adept at integrating this change will win.

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Category: Adoption, Articles, How-To, Impact, People, Strategy

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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