Quick Advice From A Marketing Analytics Expert Series | Origami Logic
In this Q&A session with April Brown, VP of Consulting & Marketing Analytics at Origami Logic, she answers: What should our organization have in place before starting a measurement project?
1) Have an executive sponsor to help sort what is critical to measure and what is the definition of success
2) Have a “SWAT” team of folks interested in measurement who can help evangelize the power of measurement to the rest of the organization
3) Decide WHAT to measure and WHY
4) Narrow down to KPIs and metrics that align with what you want to measure and will appeal to you as well as your executive sponsor
April comes to Origami Logic with over twenty years' experience as a marketer, a consultant, and a leader. Working at the intersection of marketing and technology, she has helped some of the world's largest B2C and B2B brands successfully transform into agile, data-driven businesses - not just implementing new technology, but preparing teams for the transition and ensuring they get exactly the insight they need.