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as Marketing attribution And optimization expert Rudy Grahn says, “Measurement is now in almost everyone’s job description, but it’s in almost no one’s job description.”
Modern marketers see it every day: the gap between online and offline, paid media and organic, their team and the next team. While they all have goals and accomplishments that benefit the entire organization, they ultimately still go it alone. By not working together, measuring and optimizing, they are delivering suboptimal results to their companies and clients.
A staunch advocate of “holistic marketing campaign management,” Rudy believes in a more holistic approach to multichannel marketing that promotes accountability and transparency across all channels of a marketing strategy.
With enough transparency and some solid change management skills, he argues that any organization can bypass dead-end data measurement programs and marketing channels to create a streamlined marketing process from analysis to activation.
But how can busy marketing professionals take these flashy terms and data sets off the page and turn them into actionable game plans for 2023? Rudy Grahn, Global Strategy Leader for Measurement and Attribution at Prohaska Consulting, and John Matthews, President and Director of Marketing Evolution, learn how to do just that in this insightful video.
“You let the data tell you where the value came from, and you reward what works, and you don’t reward what doesn’t.”
This, according to Rudd, is the essence of successful marketing attribution in the modern era, where machine learning and human intelligence are increasingly working hand-in-hand to create simplified marketing solutions.
But some marketers feel a little tighter than hand-holding their automated data collection tools, secretly feeling they’ll be rendered obsolete by the leaps and bounds of technology.
“I think everyone sees that the role of algorithms in decision-making is growing – but I don’t want to overcorrect in that direction either.”
Rudy aims to calm the frayed nerves of marketers in this compelling video, where he outlines his insights into the symbiotic relationship between man and machine in today’s marketing landscape—and how transparency can make adopting marketing attribution and optimization platforms feel like a meeting. A battle of wits rather than wits.
Instead of suggesting that all marketing decisions should eventually be handed over to automation and AI, which many marketers, no matter how savvy, tend to see as a bogeyman for their jobs, Rudy suggests a different approach.
“There are some decisions that I think should be made by a human from soup to nuts, and there are some decisions that should be made by an algorithm from soup to nuts, but I believe most of them fall somewhere in between.”
He explains that “algorithms see patterns that humans don’t” and, as we all know, can physically process mountains of data that quickly overwhelm even the most brilliant human mind.
This principle goes the other way, too, where humans provide bottom-line-boosting value that algorithms and AI struggle to duplicate.
“Relationships are also a huge source of ROI. Human knowledge is also a huge source of ROI.”
So how do successful marketing teams combine the two?
Where is the happy medium between turning marketing strategy into powerful analytics and decision-making capabilities in MarTech, despite human objections, and “doing what we’ve always done” to avoid rocking your team’s boat?
Transparency – Complete and utter transparency.
The magic piece of the puzzle is actually quite mundane – involving every member of the marketing team, from every channel and level, in the process of implementing, updating and understanding the insights gained from any automated attribution solution.
While there’s clearly more to the conundrum than a simple call to “just go with it” to marketers eager to embrace new technology but a little leery of the new and perhaps better, as this in-depth video shows, Rudy is passionate about power. Understanding as a bridge builder between the dual stakeholders of human and machine.
After all, as humans, we have a tendency to fear what we don’t know, as history rightly points out.
It makes sense, then, that getting your entire team involved in elevating your marketing analytics, attribution, and optimization can really be as simple as increasing transparency and encouraging understanding.
But don’t take our word for it – watch this timely video and see for yourself!
If you’re itching to take your marketing strategies to the next level and ready to take the steps toward a holistic approach to marketing attribution and optimization, Marketing Evolution is here to help you make it happen. Check out Marketing Evolution’s unique approach Optimizing data collection and analysis for today’s marketing campaigns.
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