Building Data-Driven Marketing Operations

Transforming Your Marketing Processes and Team Culture to Make Better Use of Data

Building a data-driven marketing operation where anecdotes and opinions have ruled for years is no easy task. And infusing “science” into something that many have long-considered to be an “art” is challenging to say the least. But you shouldn’t let the fact that it can’t happen overnight discourage you. With the right approach, you can transform your marketing processes and culture in less time...and with less conflict...than you might imagine.

• Getting the right people in the right roles to enable a data-driven transformation without having to force it.
• The misconceptions about certain marketing activities that can stand in the way and how to overcome them.
• How to avoid letting the absence of data become an excuse for relying on intuition and guesswork.
• A variety of strategies and tactics other teams have found to be effective for becoming more data-driven.