Digital Analytics / Business Alignment is Getting Better
I recently attended eMetrics Boston and was encouraged to hear a lot of presentations hitting on the idea of tying digital analytics reporting more directly to business outcomes, a topic we cover extensively in the Applying Digital Analytics class I taught after the show. This same kind of idea is also more popular lately in streams coming out of the eMetrics conferences in London and other conferences. A good thing, given the most frequent C-Level complaint about digital analytics is not having a clear understanding of bottom-line digital impact (for background on this topic, see articles here, here, and here).
Yes, we’ve largely moved beyond counting Visits, Clicks, Likes and Followers to more meaningful outcome-oriented measures like Conversions, Events, Downloads, Installs and so forth. No doubt the C-Level put some gentle pressure on Marketing to get more specific about value creation, and analysts were more than happy to oblige!
Is Marketing Math the Same as C-Level Math?
Here’s the next thing we need to think about: the context used to define “success”.
In my experience, achieving a Marketing goal does not necessarily deliver results that C-Level folks would term a success. And here’s what you need to know: C-Level folks absolutely know the difference between these two types of success and in many cases can translate between the two in their heads using simple business math.
Here’s an example. Let’s say Marketing presents this campaign as a success story: