I think most marketers in general understand that analytics is important, especially in justifying marketing spend. There are many things in marketing that we can’t measure or have difficulty measuring but with the increase in digital activity, things like Google Analytics and social media analytics make it even easier to get an idea of what’s happening.
The Germann et al. article about marketing analytics resonated with me in that executive/C level management do not understand the importance of analytics. The company I work for meets a lot of the criteria outlined in the paper for being one that would find analytics useful, such as a high level of competition. We are able to collect data from our website and social media but from there all we have is a bunch of data that potentially no one is interested in. It is not enough to just capture this data, something needs to be done with it and decisions need to be made.
The article states that many higher-ups do not understand or support analytics but that support from top management is necessary for effective deployment, so how do we engage top management for support? I feel that in some companies it is their attitude towards marketing in general, there are a lot of people who do not understand marketing and think it is not an important function in a business. In these cases it could be even harder to convince someone that marketing analytics is important, on the other hand analytics could also help to justify why marketing is important.
I feel that there is a gap to be bridged, in that it would be great to provide examples of how the business can benefit from analytics but at the same time if you can’t experiment then how can you provide examples? The best way would be to use examples from other businesses (which there are plenty of, for example here and here) or data from papers such as the Germann et al. one. There are plenty of resources for detailing why analytics are important (such as this one), but is sending a bunch of articles to top managers really going to help solve the problem? I don’t think it will.
Is anyone else in the same boat, experienced a similar issue or have any suggestions?