The Marketers’ Responsibility In Measurement
B2C marketers have taken ownership of data-driven decisioning from their customer insight colleagues. With the most holistic view of investment, execution, and results, marketers themselves are the ones best equipped to move marketing from gut-feel to results-driven. Thirty-nine percent of marketing measurement professionals in our recent Forrester Wave evaluation revealed that corporate marketing sponsors marketing measurement and optimization initiatives while only 14% indicated business intelligence or corporate analytics groups sponsor. (Source: Forrester's Q3 2016 Global Marketing Measurement And Optimization Solutions Forrester Wave™ Customer Reference Phone/Online Survey).
Adoption of unified marketing impact analytics (UMIA) is growing as marketers prioritize creating a data-driven approach to marketing investment decisions and realize the importance of maintaining a 360-degree view of customer interactions. The newest organization module of the marketing measurement and insights playbook can help you build a tangible and successful organizational structure for embracing UMIA.
UMIA requires buy-in and coordination from all corners of the organization. This report specifically maps out how the internal marketing, customer analytics, technology, and finance organizations, along with third-party partners should divvy up responsibility in tackling marketing measurement. We bucketed the marketing performance measurement process into four major tasks and created a marketing-led RACI approach to visualize where stakeholders should sit in this process.
If you don’t have a solid measurement organization today, you may find the idea of building it daunting. So start by assigning and recognizing roles and responsibilities to make sure you have the foundations for getting the most out of your investment – whether that be time, money, or resources – in UMIA.
If you have a specific question about your organization, feel free to reach out!