{"id":3455,"date":"2017-02-27T21:18:22","date_gmt":"2017-02-27T21:18:22","guid":{"rendered":"http:\/\/rpmadv.com\/?p=3455"},"modified":"2018-06-13T16:38:13","modified_gmt":"2018-06-13T16:38:13","slug":"analytics-mindset-changing-marketing-culture","status":"publish","type":"post","link":"https:\/\/rpmadv.com\/index.php\/2017\/02\/27\/analytics-mindset-changing-marketing-culture\/","title":{"rendered":"An Analytics Mindset: Changing Marketing Culture"},"content":{"rendered":"

\"Analytics_REVISED_300x300\"Analytics is embedded in everything today\u2019s marketers do. This not only requires a cultural shift that impacts how<\/i> marketing teams work together as much as it impacts what<\/i> they do. An analytical marketing approach requires that teams act<\/i> differently, as much as it demands that they think<\/i> differently based upon what data is telling them.<\/p>\r\n

In this Harvard Business Review article, Adele Sweetwood, the Senior Vice President of Global Marketing and Shared Services at SAS, looks at three approaches to build an analytical culture. The idea of a \u201ccommon analytical culture\u201d helps organizations develop the ability to make adjustments on the fly, creating the opportunity to implement real-time changes and empowering the marketing [are we missing a word here? Team? Group?] to respond more quickly. \u00a0She looks at three ways that teams in an analytical culture must think differently.<\/p>\r\n\r\n

    \r\n
  1. Use data to change the status quo<\/b> \u2013 Teams need to think differently about marketing because the availability of new data and metrics allow them to be more effective and enable them to identify new approaches<\/li>\r\n
  2. Use stories to convey data insights<\/b> – Teams can ask what-if questions to uncover other stories it can begin to tell, enabling teams to shift from being reactive to proactive, creating a culture focused on the future, rather than having one\u00a0weighed down by the past.<\/li>\r\n
  3. Use different metrics<\/b> – In the past, metrics provided something to react to, but today reacting to metrics isn\u2019t enough. Customers now have greater expectations about what they expect us to know as marketers and how we interact with them.<\/li>\r\n<\/ol>\r\n

    Learn more about how an analytics mindset changes marketing culture, read the full article here.<\/a><\/p>","protected":false},"excerpt":{"rendered":"Analytics is embedded in everything today\u2019s marketers do. This not only requires a cultural shift that impacts how marketing teams work together as much as it impacts what they do. An analytical marketing approach requires that teams act differently, as much as it demands that they think differently based upon what data is telling them. […]","protected":false},"author":8,"featured_media":3459,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[57,41,59,58,60,18,17,21,20,19],"class_list":["post-3455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-analytics","tag-data","tag-data-insights","tag-insights","tag-metrics","tag-rpm","tag-rpm-advertising","tag-rpm_chi","tag-rpmadv","tag-rpmchi"],"_links":{"self":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts\/3455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/comments?post=3455"}],"version-history":[{"count":5,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts\/3455\/revisions"}],"predecessor-version":[{"id":5076,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts\/3455\/revisions\/5076"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/media\/3459"}],"wp:attachment":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/media?parent=3455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/categories?post=3455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/tags?post=3455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}