The industry has come a long way since social media started making waves in the marketing world, and while many maintain – with good reason – that social media is a valuable tool in the box, many have come to realise it’s not the be-all and end-all of modern marketing. Instead, marketers are starting to look beyond what insiders are calling “vanity metrics” – metrics that make you feel great about your work, but that don’t actually contribute meaningful data about the success (or lack thereof) of a campaign.

Additionally, with the proliferation of e-commerce, an online presence and omnichannel marketing, marketers are swimming in data. So much data, in fact, that many marketers have no clue where to even begin dissecting and analysing the wealth of information they have hoarded from different touch-points, nor any clue how to consolidate and unify the data.

Ninety-two percent of marketers agree that data management is an integral part of their business, but a staggering 40% of marketers admit to not having the right expertise or know-how to make sense of the data they have, let alone how to automate it, according to the 2017 data-driven marketing report by Jaywing, and only one in five are using advanced attribution models to measure marketing effectiveness. It’s a classic case of being unable to see the forest through the trees.

This Master Report, in collaboration with XGATE, will dig into how to turn your information into insights; how to turn your data swamp into a gold mine; and how to make your CRM work for you, rather than the other way around. Know the different metrics for different objectives From data to insights and strategies, to how each marketing campaign is accurately tracked to measure business performance, CRM managers struggle to make sense of the data swamp they are in.

The key is to define the business objectives and identify the right metrics to tell a story. The first step is to separate vanity metrics from those that help CRM managers make business decisions. Read more from…

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