Is it possible the mainstream digital marketing space is about to finally move on from a focus on front-end measurement (campaigns, etc. ) to creating knowledge around how enterprise value as a whole is created? And actually enabling action in this area?
Judging by the material coming out of the recent Martech conference in Boston, one would think so. And it looks to me like I’m not the only one thinking “it’s about time”.
A couple of years ago I lamented:
It’s been very popular among marketing types to talk about “the customer” but seek metrics for affirmation other than those based on or derived from the customer. Digital analysts have followed their lead, and provided Marketers plenty of awareness, engagement, and campaign metrics. As I’ve said in the past, this is a huge disconnect. Does it make sense (analytically) to have discussions about customer centricity, customer experience, customer service, the social customer, etc. and measure these effects at the impression or visit level?
2 obstacles to marketing change in organizations: accountability and complacency. @paulroetzer #MarTech
Marketing CMOs now own the whole customer experience in the most progressive companies, from product to retention. @lauramclellan #MarTech
The best marketers can think on a strategic level, then execute on a tactical level & get hands dirty. @paulroetzer #MarTech
On average, marketers depend on data for only 11% of customer-focused decisions. @ceb_news #MarTech
What makes a marketing technologist? Curiosity. Leadership. Creativity. Risk-taker. Can start as tech or marketer. @lauramclellan #MarTech
Marketing: right brain. Technology: left brain. #MarTech needs people strong in BOTH brains. Our greatest challenge is very rare talent. @cspenn
While the technology stack for achieving customer-focused value measurement has certainly improved over the past several years, the cultural support for a movement like this is may be still lacking. There are of course exceptions, but in general I find most corporate structures in digital have a hard time finding and dealing with the knowledge created from introspection at the customer level. That thing called “customer” typically touches a lot of different parts of the business, so the determination of value would also.