Take Control Of Your Partner Marketing Data

Take Control Of Your Partner Marketing Data
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Shutterstock Across marketing, there has been a worldwide rush to access and act on data to drive faster sales growth. Marketers are taking greater control of data and analytics to power more efficacious marketing programs. You can see this megatrend across many marketing channels. In global regions including the United States, the CMO often controls more of a company’s technology budget than the CTO. Decoupling Technology From Execution While partner marketing management is often entrusted to agencies versus managed internally, many brands still want real-time access to campaign and customer data. The partner and affiliate marketing area is a great example here. In partnerships, it’s fairly common for companies to outsource program management to affiliate networks. But increasingly, partnership leaders want better access to customer and partner data to identify business-building insights. They want others to develop partner-marketing strategies and tactics, and to execute programs. But, at the same time, they want to personally immerse themselves in timely data. In effect, decoupling technology from execution. Some speculate that the decoupling trend is ultimately a reaction to the black-box nature of digital marketing measurement. In partnerships and affiliate, limited and delayed data from programs can leave marketers feeling in the dark about opportunities to drive growth. They get little or no insight into the buyers, their reasons for purchasing and the specific goods they purchase. Agencies face the same challenges because they need rich, timely data to maximize the value they deliver to clients. Driving Growth From Customer Insights Analyzing […]

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