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 view the previous segments, see week 1 and week 2 posts.

Please subscribe and follow to maintain easy access to all of the segments.

The following video is:

7. Beware of Vanity Metrics

In this segment you will learn:

  • Distinguishing between data points and true metrics
  • Avoiding the pitfalls of vanity metrics vs finding metrics that measure true business impact
  • Understanding the distinctions between data points, diagnostics, and KPIs
  • Identifying leading indicators that make sense for your brand or business
  • Working with partners to identify the data points that can be used to get to meaningful metrics

The following video is:

8. Adapting to Data Disruption – Privacy and First Party Data

In this segment you will learn:

  • A historical perspective on the concepts behind ownership of data
  • The changing regulatory environment for the collection and use of consumer data
  • The concept of a data locker
  • The evolutionary change of consumer privacy expectations
  • Giving value and positive experiences to consumers in exchange for access to data

The following video is:

9. The Marketer’s Challenge: Less is More? Or Should I Evolve my Message?

In this segment you will learn:

  • Ad blocking: Do marketers need to change what they are doing?
  • How the legacy mass marketing mindset still rules in the new digital world
  • Is less more? Should advertisers be exercising restraint in today’s digital and mobile world?
  • Evolving and sequencing your message
  • Managing frequency by moving to a data-driven model of marketing

Please subscribe and follow to maintain easy access to all of the segments.

Comments and questions are always welcomed.