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Thanks for the post. I really like the hierarchical way that you've broken down the route from mission to target. Very informative.
Talking to Matthias point above, I experiencing a similar kind of thing. Too many KPIs have in the past de-valued them.
In this post I'm reading KPIs as performance metrics. I need a KPI to inform me how well the company is doing against it goals because those are where the key decisions are made. Maybe there are different levels, but KPIs bring hard numbers to goals, rather than SMART objectives.
Does that make sense?
Web Analytics KPIs = BS
I’m starting to prepare for the tutorial I’m giving at the JBoye Conference in Philadelphia on May 3. The class is called Beyond Visits and Page Views…How to Develop Actionable Web Metrics, Reports and Analysis. One of the areas that I’ll be going into in some depth is how you can build metrics ...
Whoa Scott, easy :) That's a pretty comprehensive list you got going there. I don't think I want to add anything to it or my brain will explode...
However, the e-commerce aspect is becoming an increasing important part of the puzzle. Thus far, through content marketing the focus has been to blast open top part of the funnel to drive traffic and widen the middle to convert these opportunities in leads. But the 'closing of deal' means that marketing technologists need to make it ridiculously easy to effect a purchase, thus requiring some pretty clever integration strategies with e-commerce systems.
Thanks for the post Scott. Very informative.
8 things every marketing technologist should know
The term "marketing technologist" is sometimes broadly interpreted as anyone who wields technology in the marketing domain. However, since everyone in marketing should be doing that to some degree these days, it makes sense to distinguish what a marketing technologist does above and beyond that. ...
Hi Scott,
To be honest I'm enjoying the open debate. We're a digital agency that often takes on the responsibility of marketing technologists for our clients, sitting firmly between the marketing and technology functions. When we screw up, we're accountable.
Now i'd like get your thoughts on accountability. I always come back to that. If you take us out of the picture and you have an IT savvy marketing department that runs a damaging promotion owing to a technical glitch, who's ultimately accountable when the CEO comes knocking? IT for not bringing (making) its solutions available in a digestible format or Marketing for not having the right level of technical expertise? Or something else?
What are your thoughts?
Governance vs. management in marketing technology
My recent article in InformationWeek — on why the marketing technology genie isn't going back into the IT bottle — has stirred a few lively responses. Caron Carlson, editor of FierceCIO — got to love that name, especially walking into a debate about the future of marketing technology — responde...
Thanks for the post Scott. A great article that has resulted in even more thoughts from community.
I think the earlier comments pick up the issues around data and software. I feel that a company's data is a snapshot of your business at any moment in time. SaaS (software) is just a means to move it from one state to another. With that in mind, companies do get a little edgy around someone else managing that data on their behalf. I've heard of companies that realise that they have so much data in the cloud that it does not make sense to store it anywhere else - i heard the term 'cloud bound' somewhere. Others, periodically test that they data can be managed by other SaaS providers, just it case their current provider disappears for one reason or another.
The stumbling block I have is always around SaaS vendors provide adequate integration strategies and/or the means to import/export data they manage. Scott, is this something that you have come across?
PS: I'm a SaaS fan, but as always its a easier sell to marketing but an uphill struggle at times for IT.
The Age of Disposable Software
I have a non-green confession to make: I love paper plates. Paper plates, paper napkins, plastic forks and knives. They're always fresh and clean. Bring them outdoors on a picnic, no worries of losing or breaking anything. Blithely sully them with cheeseburger and chili dog, potato salad and wa...
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