Using data and analytics to maximise effectiveness

Christian Polman

Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.

Structuring for effectiveness

This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.

In a media and marketing ecosystem characterised by constant change, the CMOs who are finding success are those who are putting data and analytics at the heart of their strategic planning. By measuring what matters and aligning marketing objectives with business objectives, they can break down barriers between silos in their organisations, find the optimal balance between long-term brand building and short-term sales activation, and innovate faster. Marketing analytics truly is the key to speaking the...

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