1、How to Make Marketing Science a Reality,and Deliver the Analytic Results that Executives WantEXECUTIVE WHITEPAPERAndy Hasselwander Chief Analytics Officer,MarketBridgeA Roadmap for Modern Marketing Analytics.Marketing Analytics is in Trouble pg.3Five Jobs to be Done pg.7Seven Building Blocks of Grea

2、t Marketing Analytics pg.112Bespoke Use Cases Dominate Long-run Vision.pg.6Source Systems.,.pg.12Data Pipelines.,.,.pg.17Analytical Data Storage.,.pg.20Data Science.,.,.pg.29Business Intelligence.,.,.pg.34Organization.pg.36 Skills.pg.37The WHAT:Business Intelligence and Reporting.pg.8The WHY:Data De

3、tective Work.pg.9The WHO:Understanding Your Audiences.pg.9The HOW:Marketing Effectiveness.pg.10Whats Upcoming:Predicting the Future.pg.10In organization after organization,Marketing business leaders are asking questions faster than Marketing Analytics teams can answer them.This makes sense;accelerat

4、ing technical complexity in the go-to-market space makes answering tough questions scalably and repeatably a daunting task.This whitepaper covers the challenges of,and approaches to,operating an agile Marketing Analytics organization.These pages outline the scope of Marketing Analytics jobs-to-be-do

5、ne,and detail the functional building blocks that teams need to better diagnose issues,predict outcomes,and progress on marketing goals.A COMPREHENSIVE RESOURCE ON Building and Operating a High-Quality Marketing Analytics OrganizationTABLE OF CONTENTS Conclusion pg.39Case Study pg.40Modernizing Mark

6、eting Analytics for a Health Insurer.pg.40Marketing Analytics is in TroubleFor all the promise of data-driven marketing decision-making,Gartner predicts CFOs will slash marketing analytics teams by 60%in 2023.1 Companies have spent years building up these teamshowever,they have largely been unable t