The role of analytics in marketing campaigns
Every marketing Guru has written about analytics and the role it plays in marketing. I have also spoken and written about analytics several times, but even today there are big campaigns that go into their production phase with strictly just a creative brief and prevaricated information. However, analytics are measurements of the aftermath and not the ones that you would consider before the campaign strategy is developed. Since digital is now the new traditional, it is clear that we constantly need to remind you, the reader, the receiver of our digital services, and marketers, of the role that analytics play in our everyday life as marketing professionals. I like how Word Stream defines the role of analytics in marketing, they say, "Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize the return of investment (ROI). Understanding marketing analytics allows marketers to be m...