Making Customer Data Actionable

If you’re a marketer today, try escaping from the word “analytics” for a single hour – let alone a day or week. Bet you can’t. 

Everywhere you turn, the analytics buzz is waiting. It fills emails, ads and commercials, and office chatter. Odds are you’ve used the word analytics once or twice in a meeting in the last week or two. So just what is analytics? And how does it apply to your local marketing efforts? 

If there’s ever a need for analytics, it may be to analyze and determine what exactly the word means in the first place! As a trendy marketing buzzword, the term has been twisted, shaped and molded into many definitions, applications and meanings.

This Distributed Marketing Leadership Series guidebook seeks to bring definition to analytics within the world of distributed/local marketing. It will seek to provide a primer on:

• what analytics is
• where and when analytics matters for local marketers
• what actions local marketing managers must take to balance analytics-driven insight with local market intuition.