Sales-linked analytics

Jeffrey Graham

Initiative USA

Perpetual marketing requires new performance measures that move on from historic response analytics to include modelling factors that are predictive and will govern the next sale

Today's maelstrom of change makes it vital that marketers continually evolve the way they sell their products. To do this, marketers need the capability, and the discipline, to continuously learn – about markets, technology and consumers – and rapidly convert that learning into action. This means analytics, the discipline of transforming data into knowledge, becomes ever more vital in the age of perpetual marketing.

But within the marketing community, attitudes towards analytics seem to be conflicted. A recent poll by Fortune magazine asked more than 100 marketers what drives success most. About half the respondents said that it was "tools and measures that ensure accountability". This, presumably, was the 'left-brain' crowd, who tend to gravitate towards analytics, believing that metrics are the key to ROl. The other half, whom we can call the'right-brain' crowd, said it was "a core big idea" that mattered most. This group represents the creative-minded folks, who often are sceptical of analytics, thinking it cramps ideas and innovation.