Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform

by Michael Loban

infotrust.com/crawl-walk-run/

Change is inevitable, but progress is optional.

prioritize your analytics initiatives and leverage data through the lens of purpose, focusing your analytics efforts in a pointed way that will get you where you need to be for the customer’s sake.

key reasons why digital transformations sometimes fail.

First, leaders lack clarity about what they are trying to accomplish with the data.

Second, companies often start collecting data, but individual teams within the organization each use their own reports and data points. It’s not enough to have access to analytics data. Everyone needs to be on the same page, using the same key data points to ensure that all teams are unified and working with a shared vision.

Third, there is often a lack of follow-through from executives.

Leaders will have to dust off their copies of Lean Startup and, especially, The Startup Way4 (both by Eric Ries) and learn how to establish a hypothesis, figure out what data they need to test, and validate, or fail fast.

Specifically, we recommend focusing on customer data governance, building in-house digital capabilities, attribution/media mix modeling and leveraging data at scale with Cloud for Marketing.

General Data Protection Regulation (GDPR) of 2018,

California Consumer Privacy Act (CCPA)

compliance deadline occurring in ...

Google’s stated intent for Chrome is to eliminate third-party cookies in fewer than two years.

you won’t be able to unify the actions of an individual customer across multiple interactions with your media.

attribution is a process for giving credit to all of the online and offline marketing activities you are running to get your customers to recognize your brand and do something you want them to do on your digital platforms.

In light of customer data governance changes, organizations will have to focus more on media mix modeling, in which markets measure the impact of various media investments to determine how specific elements are contributing to sales conversions. Furthermore, this will become more of a correlative analysis than an aggregation because individual attribution will no longer be available.

Boston Consulting Group to create the Mastering Digital Marketing

Maturity

four stages of digital maturity.

Nascent.

media focused, with a “campaign by campaign” le...

Emerging.

combining third-party data with first-party data.

drive ROI from a single customer point of view.

Multi-Moment.

Customer Lifetime Value (CLV) is taken into consideration

BCG gives you the treasure map, but you still need the right ship, crew, and resources to follow the map to the treasure. We built a vehicle to do just that. We call it the 6 Ps of Digital Analytics Transformation.

Start with Purpose

Who is their customer? What does the customer expect from them?

How can analytics help them deliver on those expectations?

People, Platforms, an...

Once you understand your purpose, you can move from why to how. There are three basic levers of execution: ...

Avinash Kaushik,

90 percent of your budget should be used on people and only 10 percent on solutions.

people tend to fall to the level of their training,

Instead of planning a massive multi-year improvement project, concentrate on consistent incremental improvements to your people, platforms, and processes. This keeps the company moving forward, even as team members come and go over time.

Generally speaking, there are two payoffs that you want to achieve as your organization matures. First, you want your marketing to generate more revenue, and second, you want to gradually increase the pace at which you implement new initiatives.

Nascent Stage: Building a Foundation

“Are you now generating 10 percent more revenue as a result of analytics?” If they say no, or if they can’t even answer the question, that’s a big indicator that they are nascent.