{"id":17815,"date":"2017-10-20T10:25:28","date_gmt":"2017-10-20T17:25:28","guid":{"rendered":"https:\/\/wp-dev.claravine.com\/?p=17815"},"modified":"2024-09-24T13:23:45","modified_gmt":"2024-09-24T13:23:45","slug":"marketing-and-analytics-part-3-analytics-is-the-future","status":"publish","type":"post","link":"https:\/\/www.claravine.com\/marketing-and-analytics-part-3-analytics-is-the-future\/","title":{"rendered":"Marketing and Analytics &#8211; Part 3: Analytics is the Future"},"content":{"rendered":"<p><i>Recently, I sat down with one of our newer clients, the customer intelligence director for a global hospitality brand, to find out more about the data challenges faced by his organization. In Part 1, we discussed the <a href=\"https:\/\/www.claravine.com\/part-1-marketing-and-analytics-are-we-there-yet\/\">chief data challenges<\/a> faced by his organization, and in Part 2 we discussed <a href=\"https:\/\/www.claravine.com\/marketing-and-analytics-part-2-the-value-of-data-quality\/\">the value of data quality<\/a> more generally.<\/i><\/p>\n<p><strong>Q:<\/strong> I\u2019d like your sense of what\u2019s next for the Future structure of the marketing organization.<br \/>\n<strong>A:<\/strong> \u00a0I started saying this about five years ago: \u201cGive it 10 to 20 years, and we won\u2019t be talking about analytics anymore, we\u2019ll just be talking about business.\u201d I think that\u2019s where we\u2019re slowly going, and where we need to go &#8212; a world where intelligence drives business. The purpose of analytics is to know our customers better, so we can serve them better. And really, that should be everyone\u2019s goal. We just use different tools in pursuit of that.<!--more--><br \/>\nI see the business intelligence (analytics) organization being rolled into a larger thing called customer intelligence, and then up further into the CRM. We\u2019re becoming the keepers of the customer experience. What does that mean in terms of how it rolls into the boardroom? \u00a0I don\u2019t know. Typically, organizations have looked at analytics as a support function. We\u2019ve been supporting the product team, guiding development. We\u2019ve been supporting the marketing team, guiding messaging and optimization. Analytics has been considered a kind of outsider to the organization.<br \/>\nI see it becoming more of a driver because we own the customer. We\u2019re the ones seeing all aspects of the customer and the customer journey. My organization owns the web analytics pieces we\u2019re talking about, which gets into web and marketing optimization, but we\u2019re also the chief consumers of our CRM, for marketing and insights. We\u2019re now seeing more insight into customer survey data. All the customer data is starting to flow through analytics and customer intelligence. My team is organizing around the idea that we see the customer better than anyone else, and we\u2019re feeding the other teams data. But I think it will shift from feeding information to pushing for organization change in terms of how to better serve the customer.<br \/>\nCurrently, we\u2019re constantly pushing insights, and the business units use them when they want to prove a point, and ignore them the other 90% of the time. That is changing, to where analytics moves from being a decision support function to being a driver for change across the organization. Whether that involves a CMO, or a chief data officer, I don\u2019t know. I think organizations will try different things, but I think that\u2019s the general direction.<\/p>\n<p><strong>Q:<\/strong> How close is your organization to approaching that kind of horizon?<br \/>\n<strong>A:<\/strong> You can see the movement toward that shift now, but I think we\u2019re still a decade or so away. I would say that my organization is an early adopter with these kinds of changes, and we\u2019re not there yet. There are some companies in our industry that are leaders in terms of driving their business based on customer intelligence; we\u2019re a leader, and there are some other leaders I\u2019m aware of in terms of customer-centric intelligence and analytics. None of those, so far as I know, have moved to having a chief data officer. I think some early movers are heading in that direction. Once you see that happening, it usually takes three years for other early adopters to duplicate it, five to seven for it to become a trend, and ten for it become a new kind of standard.<\/p>\n<p><strong>Q:<\/strong> That\u2019s helpful. We wish you luck, as you continue to blaze this path toward customer-centric business development!<\/p>\n<p><i>If you relate to this content, we encourage you to check out <a href=\"https:\/\/www.claravine.com\/part-1-marketing-and-analytics-are-we-there-yet\/\">Part 1<\/a> and <a href=\"https:\/\/www.claravine.com\/marketing-and-analytics-part-2-the-value-of-data-quality\/\">Part 2<\/a> of this interview. \u00a0<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recently, I sat down with one of our newer clients, the customer intelligence director for a global hospitality brand, to find out more about the data challenges faced by his organization. In Part 1, we discussed the chief data challenges faced by his organization, and in Part 2 we discussed the value of data quality more generally. Q: I\u2019d like your sense of what\u2019s next for the Future structure of the marketing organization. A: \u00a0I started saying this about five years ago: \u201cGive it 10 to 20 years, and we won\u2019t be talking about analytics anymore, we\u2019ll just be talking about business.\u201d I think that\u2019s where we\u2019re slowly going, and where we need to go &#8212; a world where intelligence drives business. The purpose of analytics is to know our customers better, so we can serve them better. And really, that should be everyone\u2019s goal. We just use different tools in pursuit of that.<\/p>\n","protected":false},"author":17,"featured_media":17816,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[44,48,49],"class_list":["post-17815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaign-tracking","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing and Analytics - Part 3: Analytics is the Future<\/title>\n<meta name=\"description\" content=\"Analytics merges with customer intelligence, driving business decisions. Shift from support to change catalyst. Future CMOs may be data experts. Learn how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.claravine.com\/marketing-and-analytics-part-3-analytics-is-the-future\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing and Analytics - Part 3: Analytics is the Future\" \/>\n<meta property=\"og:description\" content=\"Analytics merges with customer intelligence, driving business decisions. Shift from support to change catalyst. Future CMOs may be data experts. 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