Marketing analytics • Marketing technology • Data • Marketing strategy

In a world where almost every organisation faces extreme uncertainty on a daily basis, it is important to consider how adding more ‘science’ to your marketing can make your organisation more resilient.

What do we mean by ‘marketing science’? Analysis, data, metrics – enabled by the martech and digital tools.

Without these ‘science’ elements, the ‘art’ you put into your marketing won’t hit the mark. With the right level of science applied, your creative and messages will reach the right people, at the right time.

This newsletter focuses on why the science elements of your marketing are essential to survival and important for long term success; and how to invest strategically in marketing strategy, analytics, data, as well as the right martech and digital tools for a strong ROI.

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#1 Marketing analytics and intelligence for evidence-based decision-making

To invest blindly in marketing without a strong understanding of what channels and tactics are delivering the best return can be detrimental to your business. 

The best marketers, those who understand that marketing is both an art and a science, know that they need to have analytics tools and reporting dashboards set up and integrated into their marketing process for evidence-based decision-making.

This marketing intelligence provides the kinds of insights that should feed in to your marketing planning.

“It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”
Arthur Conan Doyle – Sherlock Holmes

MPG believes the best way for marketers to get the required level of science into their marketing is by building and regularly reviewing dashboards – combining the most important marketing metrics for digital marketers with website analytics that should be at the heart of marketing decision-making.

In a recent MPG Insights resource, we shared our tried and tested website analytics process that helps our clients become sustainable, growing businesses.

DOWNLOAD YOUR PRACTICAL GUIDE TO WEBSITE ANALYTICS

#2 Optimised martech for valuable insights

Many organisations have martech challenges – having either the wrong tech or tools in place, the right tools but poorly implemented or poorly adopted, or missing data flows and integrations. As marketing scientists, finding the right compound, or mix of systems and processes, when it comes to your marketing technology stack is vital for creating long-term, sustainable growth.

Good marketers understand that having an optimised martech stack, will provide you with analytics and behavioural data that should give you valuable customer insight as you see how customers are engaging with your products. If your marketing tech stack is not well set up and fully integrated, then your sales and marketing efforts will be negatively impacted.

Martech is constantly evolving, so systems and the tech stacks within which they operate need to be reviewed regularly. Your martech stack will also need ongoing maintenance to ensure all integrations are functioning as they should.

#3 Data

These uncertain times have also brought with them exciting opportunities for innovation, and many business leaders have embraced the changes brought about in their businesses. They understand that they need to invest in their marketing databases to build more resilience into their business, launch new revenue streams, or drive higher engagement with their existing customers.

“Data!data!data! I can’t make bricks without clay.”
Arthur Conan Doyle – Sherlock Holmes

Marketing leaders know that to acquire the right quality and volumes of data to achieve commercial objectives, you need a fine-tuned approach to building, maintaining, and enhancing your database.

The gold standard is a growing database that is filled with the right contacts, integrated with your website and other systems where data is collected, and where data flows automatically so that you can target the right people, at the right time, with the right message.

Using MPG’s extensive experience in optimising and strategically growing B2B databases, we’ve created a robust process for structuring, growing, and maintaining a database that delivers consistent revenue and drives growth. Here is your practical guide for database development and optimisation:

YOUR STEP-BY-STEP PROCESS FOR DATABASE OPTIMISATION

#4 A strategic, hybrid approach to marketing

As uncertainty continues, business and marketing leaders should be asking themselves the following question: “How can we build a high performance marketing function that is also agile, flexible and cost-effective?”

MPG believes that in most cases, the most effective way to build this kind of marketing function is by using a strategic, hybrid approach.

Finding the right balance, with an integrated internal marketing function that works in collaboration with 3rd party support, is key. MPG recommends that the first step towards this agility in your marketing function is to assess what skills you already have in your inhouse marketing team, and then identify where the gaps are that can be filled by a trusted and external partner.

DISCOVER THE OPTIMAL MIX FOR HIGH-PERFORMANCE MARKETING