“But why,” she asked, “do I need to master deep digital analytics? I have people to do that and we get website stats. We know geo distribution, client and platform by user.”
It wasn’t an easy conversation. The director of marketing, 20 years into her career, was confronted with a bewildering cornucopia of reports, making her heretofore creative life difficult.
It’s no longer enough, she realized, to just take the CRM or marketing automation system stats and determine where to spend the company’s growing marketing budget in order to find qualified leads and buyers. She needs a bigger picture of the marketing return on investment, which is only available by looking deeply into the digital analytics.
Her time is now spent wallowing in superficial spreadsheets, managing the conflicting software results from media and a budget with a requirement for a direct correlation to revenue.
The budget has grown because of: