Data Culture in Marketing Analytics

Marketing teams work hard to improve metrics and meet business objectives. But sometimes, metrics alone can't communicate the real situation with your marketing efforts across regions, channels, campaigns, or even ad groups.
Why don't these numbers add up? How do users navigate between channels? Where do they come from? How do those direct conversions appear in Google Analytics?

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These questions don't have a straightforward answer. Without a deep dive into performance across channels, all your marketing strategies and KPIs may turn into guesstimates.

No wonder only 1.9% of marketing leaders believe they have the right talent to leverage marketing analytics. But marketers aren't the problem here. It's the tangled net of variables they have to keep in mind. Moreover, the overwhelming amount of manual work also limits the growth potential of marketing analysts inside the company. Recent research shows only 23% of respondents cite skill development as their top priority for the marketing analytics team.

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This guide explains how data culture can improve your marketing analytics and create an enabling environment for your team to hit new goals and grow.

Table of contents:

• The state of MarTech landscape
• The current situation in MarTech niche
• Time-consuming manual reporting
• Low quality of marketing insights
• Siloed data limits analytics bandwidth
• How to improve analytics workflow
• Automating reporting activities
• Scalable data infrastructure
• Data quality assurance
• Unshackling marketing data
• How marketing data platforms can enable your growth

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