The 11 Reasons Why Marketing Analytics is Broken are born out of 7+ years of first-hand experience working in the trenches with a wide range of marketing team stake holders. Behind the reasons, is our distilled learnings working side-by-side with Marketing Executives, Demand Generation leaders, Marketing Operations teams, Digital marketing teams and agencies, marketing analyst and data teams.
- Business Intelligence tools will not fix your marketing analytics problem, but they will reveal the problems with your data
- Artificial Intelligence, analyst, data scientist, are only as good as the underlying data used to make decisions
- One-dimensional, incomplete data is the root cause for marketing analytics frustration
- Marketing Automation tools cause significant data loss ranging from 80% to 98%
- Marketing Automation “vanity features” give glimpses of marketing attribution, just enough to be confusing or even misleading
- Marketing Operations does not have time to “setup the tracking”, as a result corners will be cut
- No amount of team training, best practices, templates will solve the problem
- Relying on the Marketing Ops team to setup the tracking is an inherently flawed idea in the first place
- Human error is very much in play with marketing analytics (and it seems problems are discovered just before a big meeting)
- Mistakes can go undiscovered for weeks or even months
- Cleaning up mistakes is time consuming and in many cases the data is not recoverable
For a more in-depth information please check out our eBook 11 Reasons Marketing Analytics is Broken
