Orchestrating the diverse platforms, engagement sources and data types that drive demand generation campaigns is one of the most important – and most difficult – jobs in demand marketing.
Those same eclectic systems must be marshaled to collect the analytical insights necessary for optimizing two critical – and often disconnected – elements of demand generation: paid acquisition marketing processes and customer insights that drive revenue.
As a marketing ops or demand gen practitioner, you’re no longer managing a three-piece band but conducting a demand gen orchestra that can easily turn discordant amid its complexity. You’ve got a great opportunity to fine-tune the inefficiencies of paid acquisition, which is crucial but too often overlooked in favor of inbound marketing. The tuning process starts with analytics.
In paid acquisition marketing processes, robust measurement provides several big benefits: