Marketing roles

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

Marketing analytics hub

 

  • Marketing analytics sits between internal and external partners
  • Important to know partner goals
  • Work with advertisers to exchange data
  • Advise on marketing measurement across all parties

 

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Marketing Analytics for Business

Internal partners

icons for people representing operations, support, marketing, finance, product, and engineering

 

Many internal partners have an interest in marketing insights

  • Product wants to raise awareness of new features
  • Operations and finance keep an eye on marketing budgets
  • Support and engineering stay aware of acquisition trends
Marketing Analytics for Business

Role-based marketing goals

Each internal partner role has slightly different marketing goals

  • Social media and paid search drive brand engagement at tactic and channel levels
  • Directors of Marketing monitor spend across all campaigns and channels
  • Operations looks at program efficiency versus other investments
  • Product tries to retain and attract new customers via product campaigns

icons for roles of Chief Operating Officer, Director of Marketing, Social Media Manager, Paid Search Analyst, and Product Manager

Marketing Analytics for Business

Advertising partners

 

Advertisers work closely with Marketing Analysts

  • Advertisers rely on brands to share conversion data

  • Reports show granular marketing performance data

  • Advertisers are interested in attribution

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Marketing Analytics for Business

Let's practice!

Marketing Analytics for Business

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