The Marketing Analytics Landscape
When viewing marketing as an entity, you can perceive it as having a persona, similar to the three types Chapter 1 describes: no analytics, pseudo-analytics, or real analytics. These personas represent a spectrum of how the marketing team operates and creates value. On one end of the spectrum, marketing is reactive and operationally oriented, managed by the perpetually busy, “hair on fire” type of manager. Occupying the other end of the spectrum are organizations where marketing is a strategic asset, providing leadership to the whole company through a visionary leader executing a plan that aligns with corporate strategy. The foundation of that plan is a set of analytics that functions as guardrails to help marketing stay on course.