Analytic Partners’ President, Nancy Smith, sat down with Jim Nail, Principal Analyst at Forrester for a wide ranging discussion about marketing analytics, data-driven marketing, and the future of advertising. In his role as a Principal Analyst at Forrester, Jim has spent years interviewing, studying, and evaluating both vendors and clients in the marketing analytics space.

We have broken this long conversation into nine, easily digestible segments which we are publishing weekly in sets of three. The segments are as follows:

  1. The Right Way to get Started with Marketing Analytics
  2. The Adoption of Advanced Analytics: How 50%+ are Missing Out
  3. Selecting an Analytics Solution in Our Dynamically Changing Environment
  4. Going Beyond ROI to Data-Driven Decision Making
  5. The Attribution Controversy
  6. The Marriage of Marketing Mix Modeling and Multi-Touch Attribution
  7. Beware of Vanity Metrics
  8. Adapting to Data Disruption – Privacy and First Party Data
  9. The Marketer’s Challenge: Less is More? Or Should I Evolve my Message?

To see segments 1 – 3, view last week’s post.

Please subscribe and follow to view all of the segments as they become available.

The following video is:

4. Going Beyond ROI to Data-Driven Decision Making

In this segment you will learn:

  • A historical perspective of the evolution of marketing and marketing analytics
  • Moving from measurement tools to planning tools
  • Going beyond planning to marketing optimization
  • How the drive for data-driven decision making is taking precedence over ROI measurement

The following video is:

5. The Attribution Controversy

In this segment you will learn:

  • The common expectations associated with attribution analytics
  • Understanding the limits of attribution
  • The concept of base volume and how it relates to ROI
  • Assigning the right credit to digital marketing vs traditional channels

The following video is:

6. The Marriage of Marketing Mix Modeling and Multi-Touch Attribution

In this segment you will learn:

  • The need to combine marketing mix modeling and attribution to meet the needs of the evolving marketing environment
  • The concept behind Forrester’s UMIA – Unified Marketing Impact Analytics
  • How to blend marketing mix and attribution to use both digital data and offline data
  • The need for marketing mix modeling and attribution to help at both the strategic and tactical levels of optimization

Please subscribe and follow to view all of the segments as they become available.

Comments and questions are always welcomed.