AnalyticsToday Podcast: 4 Powerful Analytics Questions Your Need to Ask As A Marketing Leader


If you follow the “internet of things” and an active part of ever connected world then you know podcasts have become a key medium of sharing information. I like to write and do public speaking to convey my thoughts but never really dove into podcasting until now. I think there is lots I can share beyond the blog and podcasts are the perfect medium. So, I decided to partner with my close friend and colleague Jeremy Roberts whom I have a lots of respect for and who is equally expert in digital marketing.

This is our first podcast and in just 30 minutes we never imagined we could deliver so much information which is hard to provide in a blog post. Our first task in hand was to set the pace for the podcast series, so we decided to call it #Analyticstoday (use the hashtag). Even though the focus is on the analytics, (my favorite topic) our target audience is the marketing department. I believe there is lots of good basic information out there to help marketers become better at what they do but no one really talks about how things work in the enterprise. There are lots of tactics and tactical podcasts (which are pretty good) but no on talks about strategy, planning and management. With the #analyticstoday podcast series we wanted to take a different approach and provide information directly from the industry and our 30+ years of combined experience in marketing, analytics and digital media.

A Quick Preview of the Podcast:

  • What is marketing analytics and what it means for professionals, enterprise and business owners
  • What the the most important marketing analytics tools and where should one start
  • How marketing analytics can influence and drive decisions for finance, operations, manufacturing, sales, product, HR and marketing
  • 4 types of marketing analytics technologies you should invest in

Listen to 4 Powerful Analytics Questions Your Need to Ask As A Marketing Leader

Listen on Sticher

Read The Transcript:

Jeremy Roberts: Thank you for joining Analytics Today, a podcast series that focuses on big data and analytics, digital marketing, and the latest trends in the digital worlds. I’m your cohost, Jeremy Roberts, and with me is my cohost, Samir Khan. So today, we’re actually going to talk about, you know, what is marketing analytics, and as a business owner or somebody within the business world, why should you care about it?

Sameer Khan: Hey, Jeremy, how’s it going today?

Jeremy Roberts: Hey, Samir, how are you doing?

Sameer Khan: Great. Yeah, this is interesting topic, and this is, you know, this is a topic that’s been out there, and people want to know, those who are in the marketing field, they know analytics very well, they’ve been using analytics, but those that are new to marketing analytics, they want to become a marketing analytics professional, I think it’s a very important question. Even for those who are in the business for a long time and they’re doing marketing, I think the online- the digital analytics, the digital data, which is exploding, I think it’s very important for them to understand, how can they fit this data, and all these different marketing technology and try to make sense of it. So this is a fantastic topic.

Jeremy Roberts: Yeah, and I- I think a- another aspect of that is, you know, as we increasingly move over into the digital world, there- there’s more data that really drives business decisions. And if you think about it, prior to that, there- there were so few data points that, uh, you know that marketers had to be able to make decisions. Whether you’re talking about $1,000, multi-million dollar decisions, it- it really, there really wasn’t a need for really true analytics, you know, marketing analytics, data, applications and all these different things. But now, with so many different data points, so much coming in, and so much at stake, I- I think it’s important for people to really understand, you know, you need a methodology, you need to able to master marketing analytics, and it really drives the business. It’s pretty intense, from what I think.

Sameer Khan: Yeah, yeah, and- and if you look at the customers’ journey, the buyers’ journey today, is becoming much more complex. On average, there’s a statistic that shows on average, consumers are using more than one devices more than 50% of the time when they make a purchase. Which is, it was not happening before you know, they only had desktop and they could go home, or the office to use the computer and make a purchase, but now they have mobile devices, they have variable tech, there’s so many different options just to make more and more complicated, so if we look at the consumer journey, it is not only increasing [UNKNOWN], but there’s also multiple devices in there.

Jeremy Roberts: Yeah, that makes sense. So le- let’s go with our first question here, so give me your thoughts on it, uh, what is marketing analytics really. So give me a definition- your definition of marketing analytics. And then, you know, why should a business focus on analytics within their marketing department?

Sameer Khan: So simply put, marketing analytics is measuring of your marketing activities. And that could be multifaceted measurement, you know, measuring the in- ultimate outcome, which is the revenue you’re driving to the business. Now some business students say, well we are lead generation business, so we don’t necessarily drive all the web to revenue, so for them it’s going to be the conversion metrics, which is number of leads you drove, compared to the number of, uh, prospect or traffic you had on your website or your digital properties. Um, on the other hand, marketing analytics could also be microconversions. So activities users are performing on your site. Such as, they’re subscribing to an email forum, they’re subscribing to your newsletter, they’re downloading white papers, they’re clicking on social media icons, so there’s a lot of those micro conversion activities that most businesses, you know, tend to forget. And you know, this is very important, because when you think of marketing analytics as a whole, it’s a combination of those micro and macro conversions put together that drive your ultimate key performance indicators.

Jeremy Roberts: That’s a, a great example. And actually let me give you a quick story line so, to let our listeners really understand, what we’re really talking about. So back in the day, you know, let’s say even five to ten years ago, when people used to, you know, marketing practitioners used to monitor all of their marketing channels, it was really easy to understand the different data points you had. You know, you spent your Mondays, you know, printing out your KPI’s, and you’d be able to say okay, here are all the [UNKNOWN] I had, here are all the [UNKNOWN] I had, you know, here are the conversions I had, and so on. But now, with so many marketing channels that somebody has to manage, it gets really complicated. So today’s marketer, every Monday morning when they have to print out a report and send it up to management, they have to print out, let’s say they have five different channels, let’s say you have, uh, your PPC, your SCO, email-

Sameer Khan: Social.

Jeremy Roberts: Display, and social, right? So you have five, right? And so with that, what they typically do is- is individually print out the data reports for each of those five different channels, and then they sit there, and there’s no way to combine them together. So what they’ll do is they’ll take these, because they have different- they’re from different data points, they don’t talk to each other, they have different kind of, um, naming conventions to what the different actions or events were, and they actually have- all have different screens, so you’re able to pull up all these different data points together on s- on multiple screens, and you stare at it. That’s what you do, you sit there and you stare at it, and you look for trends. I don’t- I remember, you and I were doing this before, we tried to figure out really how to all-

Sameer Khan: Yeah.

Jeremy Roberts: relate it all together. And I remember having to try to import, or import everything into a single Excel spreadsheet, and then from that single Excel spreadsheet, you’d run these multi-line graphs to see where there was a dip.

Sameer Khan: Yeah, I remember that.

Jeremy Roberts: That’s great. I, yeah. So I- I remember trying to do that, and just sitting there thinking, oh look, there’s a trend, something’s down. But then again, today’s marketers, they may say oh look, that’s great, that’s down, but they’re making the wrong decisions, because they don’t really understand the route that buyers journey. Where did that specific channel play in that journey? So here’s another example. Um, marketers today will use all their different data, market analytics to be able to make decisions based on performance. And a lot of what they’ll do is just stack rank. The easiest thing to do is say, give me all your ROI metrics and we’ll stack rank to see which one is giving us the best ROI, and then the worst ROI. And the one that has the worst ROI, just go ahead and cut it, because that’s what management sees as something very simple. What happens is you identify that, that really was the biggest key to, you know, your attribution. It was the biggest, you know, step, that- that the customer took in order to make it through that journey, make it through the funnel. And you just cut that process of, and then two months later, once all the residuals went away, you realized, man, my revenue’s tanking.

Sameer Khan: No, yeah, and- and I think you bring up a very good point, attribution, that- that’s the key word, right? That- that’s one of the most important word in marketing analytics and digital marketing today. And I think businesses are realizing, they have the capability to do attribution, their tools, uh, just Google Analytics, IBM, Core Metrics, Digital Analytics, uh, Omniture, they all provide now some level of attribution capabilities, which is great, so businesses are starting to realize it, although I still think, uh, to your point, uh, the basic attribution and what we can do with multiple data points, such as, you know, some of the companies like [UNKNOWN] does more significant attribution. I think it is becoming extremely important for businesses to use these advanced level analytics capabilities and not just rely on a traditional Excel, or the old school stuff.

Jeremy Roberts: Fantastic, okay. So le- let’s actually move on to our second question. So, um, you know, let me know if you want to answer this first, or you go for it, but uh, this is a big one. So a lot of marketers think, every decision that I make really is within my own silo. You know, it affects my marketing, it affects my lead goal, it affects my revenue goal, but we all know it’s not just you. The way that- the way you use marketing and market analytics, it really drives decisions for other departments. And so my question here is, you know, give me an example of how marketing analytics can drive decisions for finance, operations and manufacturing, sales, product, and even, you know, HR departments.

Sameer Khan: That’s a great question. Yeah.

Jeremy Roberts: So le- let’s start first, yeah, let’s start first with finance. So, we keep track of this. So tell me an example of how marketing analytics can drive decisions for a finance team.

Sameer Khan: Yeah, I have a really good example on that front, because I’ve been in these financial meetings, and traditional meetings, the way it happens is, you know, organizations have either annual, semi-annual, quarterly, or monthly budgets. So they go in these meetings, and then you have these financial people, they come in and they say, “hey, this is your budget, go run with it.” Uh, here’s what we’ve seen in the past, and here’s what you can do. So it’s a very one-sided meeting where the marketing and digital marketing leaders and analytics personals, they feel very victimized because finance people can just give you any budget they want based on the metrics they ran. So, we took a completely different approach and passed, where, you know, we saw this happening. I was a victim as well and consistently saw this happening, so we try to take the bulls in the hand and we said, okay, instead of we going to the table with a one-sided discussion, why don’t we turn it around, use marketing analytics as our arsenal, as our tool, and go to the financial table with much more robust and advanced data. Uh, so we call this a “monthalizer”. So monthalizer basically was a model that we used, uh, we collected the data, historical data, we added some attributional data to it in terms of channel in the user journey, then we built the monthalizer with statistics, with accurate statistics, it can predict the outcome well in advance. So what happened now, the conversation changed, because were were arming ourself with a really powerful model, we could go to the table and demand a different budget than finance had originally proposed. So we completely changed the game, and I think that’s a very good, uh, way how marketing analytics can be utilized to change the conversation with a financial team so you can demand budget.

Jeremy Roberts: Yeah, that’s a great example. So uh, let me go to the next topic and I’ll give you an example about, you know, operations and manufacturing. So marketing, marketers probably think, what do I have to do with operations and manufacturing? I have nothing to do with it. But the thing is, is that, marketing analytics helps to drive the trends, the seasonality, and really the hiring process. So being able to understand, you know, let’s say you have hourly workers that are downstairs in the factory, and they’re on, you know, manufacturing your products, and your staffing team has to identify, um, what, uh, what should be the trends in the marketplace based on seasonality, where you have upswings and downswings. Marketing analytics allows you to be able to forecast that seasonality throughout the year, and really understand trends where you see declines and you see upticks in your sales. Upticks in everything else. And what that does is really drive, uh, operations and timing, uh, operations hiring and manufacturing timing.

Sameer Khan: Yeah, yeah.

Jeremy Roberts: You know, they have to really understand, when should they staff people? Because you don’t want to be understaffed when you’re at a peak season. I mean, I- I remember you and I in the past, you know, here’s an example for sales. In the past we were looking at our chat teams, and one of the crazy things is we were always like, are we as efficient with our chats? So I remember you and I were sitting there, you know, having, being armed with all this great marketing data, sitting there with the sales team and the chat team and saying, you know, I think you need to staff more people at this time of data. And they looked at us kind of crazy, like no no no, this doesn’t make any sense. So the first thing we do is we- we pull out that data, and we were showing them all the different trends, we were showing them, you know, the conversion rates on the different calls and the chats that came in for the different times of day, and ironically, I remember seeing a whole bunch of traffic coming in from the Australia market on a Sunday, and it almost doubled and tripled at the time, and because we were understaffed, our conversion rate started to drop, our ROI started to drop, everything started to drop. So we asked the chat team to actually double and triple their staffing on Sunday nights, and it helped, because we had to abide by the hours in Australia, compared to where we were in Texas.

Sameer Khan: Yeah, that’s a great example, and I remember that very well. We were really, you know, amazed by how digital media like global media works, and you know, you can’t expect things that can happen in the digital world.

Jeremy Roberts: No, definitely not. So uh, let’s move onto another one, uh, give me an example of market analytics and really how it drives product.

Sameer Khan: So product is, and I think product is just one arm of marketing, you know, so it all boils down to, even though some product people may not agree, but I think product is just one arm of marketing, uh, you know, I think what you drive in the market, it really what matters and how you develop the product. And there’s a lot of good examples. So one example, you know, when we were doing some research in one of my previous organizations, in terms of what to offer the customers, where the customers were looking for, for a free option. We didn’t have any free option in that particular product, but we went ahead and listened to our customers, and we gave out the free option for people to sign up, and that, uh, significantly increased the demand for the product. So the whole theme here is, once you see your trends, once you look at the data, digital data, you know, offline data, and you see a particular trend that the user wants to first try your product before they want to actually invest their time and money, I think in marketing analytics can provide a huge, uh, benefit in terms of telling you what exactly you need to do. Now some cases you may not want to give a product for free, but some cases it might be, uh, a smaller subsidized version of the product. So let’s say if you’re offering a premium version, it might be better to offer, a- a simpler, you know, the startup version of the product, uh, and give it to the item. So I think marketing analytics influences the product, and product marketing quite a bit.

Jeremy Roberts: Great answer, um, so let- actually let’s move onto the next one, um, so this is, what are the most commonly used marketing analytics tools today, and actually how do they benefit marketers? So you- maybe if you want to start with, you know, let’s say I’m a, you know, beginner marketer, or I’m in a startup and I’m really trying to, you know, build out a toolset, marketing analytics toolset for my company, I wear multiple hats, I basically do everything, how can I go and really, um, choose a marketing analytics tool and not spend a ton of money? So let’s start with that first.

Sameer Khan: I think you’re opening a can of words, you know, this is one of my favorite topics, marketing analytics tool, an- and there’s a reason behind it, because marketing analytics technology space is just exploding. And this guy, you know, Scott Brinker from Chiefmartech, he follows these marketing analytics technology, and he has put together this infographic that shows all these different marketing technology, and basically if you look at that image, I’m pretty sure you’ve seen that one, it’s all small pixels listed out there, yeah.

Jeremy Roberts: Yeah, I’ve seen that one, it’s a little scary.

Sameer Khan: Yeah, it is scary, and every single day, and I go to these trade shows and conferences, you see these conferences is filled with a vendors. Everybody is off- someone is offering email technology, someone is offering social media, someone is offering a very particular way to look at your influencer score, there’s marketing automation, so there’s a lot. I think, and- and- and I think it’s very important for first- first point, is very important for organizations to have a marketing technology specialist. A person, a dedicated person- yeah.

Jeremy Roberts: Yeah, I think that’s a great point, I mean- I- I think and- and- and not to ruin your flow here, but I think the most important thing is that people, the- the management comes in to say, “I want to do this and I have these big ambitions,” but they don’t hire the right person to be able to manage it. And then they hire sometimes the tools, that nobody can manage. Nobody really understand.

Sameer Khan: Right.

Jeremy Roberts: You don’t take an average marketer who’s been working in print, in radio their whole life, and tell them to start managing their Google Analytics, it’s just not going to happen.

Sameer Khan: Absolutely not, and I think the hiring part is the most important. So in order for your organization to have the marketing analytics technology piece figured out, uh, you need to have the right resource, including, you know, including the people and the personnel who can handle the technologies, who knows technology very well, and who knows how these technologies fit together. Because that’s the other problem that, you know, that I was going to get to, first is, you know, having the right people in the organization to solve the marketing technology problem, and then second is to connect these marketing technologies so they can start talking together, because now, as you were saying, these technologies are operating in silos. You have your user experience group, they’re running their stuff in silo, you have your digital marketing team that is working in silo, you have your qualification team working in a silo, web team and IT, so there’s a lot of teams and a lot of different tools, and everybody has their favorite tools, you know, so how can we bring this all together? I think the marketing technologist, with the help of IT, with the help of integrations, can bring the data together, if we make the data available in the data warehouse. But getting to your question, I- I think the most commonly used marketing technology, I think the basic fundamental to start with digital analytics, that’s the fundamental, right? When you have a website, you have a digital or mobile property, the first thing you need to start with basic digital, or what you used to call is web analytics, and then build upon it. Then you can add your customer CRM data, the social media data, your marketing automations, the campaign management, and all those sort of things. What’s your thought on this?

Jeremy Roberts: Yeah, I- I completely agree, it’s- it’s what they called death by data, or whatever the phrase is, and the last thing you want to do is to be able to pull in multiple levels of data, you know, you’re a small mom and pop shop, and- and you think you have to go get sugar CRM, or Salesforce or something big like that, to integrate with Google Analytics, and you’re sitting there over your head, and you know what you do, you spend your entire week crunching data. That’s not how it should work, and- and you know, in my mind, you know, really truly having a powerful marketing analytics process and platform within your own company allows for a lot of automation to happen. And it allows for you to run a lot of things, run a lot of numbers, adjust those numbers, identify how those numbers can affect, you know, your business, and you just spend all day every day just looking at spreadsheets, it’s, you know- and I think it comes back to the question of, you know, what is the role of the marketing analytics person? And- and I want your thoughts on this, is that, I don’t think that the averaging marketing analytics person, their job is really just to crunch numbers. I think it’s more than that. I think their job is to go out there and translate that, and help make decisions, and sit in those meetings, and bring life to the data.

Sameer Khan: I think- I think that marketing analytics has evolved, right? It has completely evolved from what it used to be, to what it is now. I think marketing analytics, uh, department, or people or personnel, they are the wave of the future. It- it is, they- they have the power, they have the data, they have the information, you know, when you say data is a new oil, they have the oil to power this engine, you call this organization. So I- I definitely think that, uh, and I talked about this in one of my blog posts, where I talk about how the, how a analytics person can be the leader of the future, so I think you brought up a great point here, how marketing analytics people need to be considered as a critical piece of the organization, they need to be involved in these critical decisions. Is not just be, a lot of organizations think, oh well, we did our research, we did our strategy, this is what the leadership says, now let’s look at the data. That’s not the way it works, I think the data comes first, and data drives the organizational decision, uh, and it’s going to become more and more important to use data sources.

Jeremy Roberts: Okay, and- and so just to really, let- let- let’s take a step back and make sure we just truly answer this question. If- if you could, give me a list of just common marketing analytics tools, if somebody were to say, I just need a list, tell me which ones to go look at-

Sameer Khan: I would say go look at Scott Brinker, it’s-

Jeremy Roberts: If you’re, if you’re a startup-

Sameer Khan: No, and I think, so if you want to give the top, I would say instead of giving the actual names of the technology, I would say we can put them in categories. If we were to put them in categories, I would say the top, uh, the five categories would be first would be the data analytics, so you cover your basic, you have your basic web analytics. The second will be your marketing automation. So when you’re capturing names, you’re capturing leads, you have your CRM generation, and you- so you can follow up with the customers. So marketing automation is number two. Number three is social technology, now there are a lot of different technology that can help you run social, so measurement tools in social, there is campaign management tools in social, so that, I think that’s the number three, I think number four is your advertising technology, so advertising covers your paid advertising media, media buys, your Google ads, network, and all of those, and last but not the least is your, uh, performance measurement technologies which is like campaign measurements. So if you have an overarching campaign measurement software that can put all of your data in there, and like measure your end to end campaign results. So I think that’s the five, uh, technologies that marketers can start with. Anything you think I missed here?

Jeremy Roberts: No, I think that’s a great point, I- I really think, you know, the role of the marketers decide when to go from, from, you know, step 1, to stop 2, to 3 to 4 to 5. You know, it’s almost like you think you have to outgrow it, you know, you really, what a marketer never wants to do, a market analytics person never wants to do, is leave data on the table. Every piece of data is important, so once you feel like you can fully use the data that you have in front of you, then you should be able to move onto the next step, move onto the next level of market analytics. So that’s good. So let’s go onto our last question for the day. So, this- this is going to be a good one. This is where I’m asking you to give me kind of your, your old-school experience, and then let’s give big vision stuff here, so, how has marketing analytics really evolved over the past decade? Um, let- let’s start with that part- and let- let’s say, this is 2015, let’s start with 2005. From 2005 to 2015, how really has marketing analytics evolved?

Sameer Khan: And I think it’s a very important question, in 2005, and if you’re talking specifically about the changing digital world, in 2005 we had very limited data and analytics capabilities. As a matter of fact, there was not a particular marketing analytics role per se. And, the analytics role was siloed to the IT departments, so a lot of organizations, they had the, you know, their BI team, business intelligence team which was sort of a part of the IT team, reporting to CIO. So this role, the analytics function, was sitting in the BI, where BI’s job was to just pull the data that’s available inside the data warehouse, and provide it in some formats and reports, you know, multiple different options, like crystal reports was one of the popular ones, Excel was another popular one, and provide this reports to the organization, and different organizations. Sales, marketing, HR, and marketing, they didn’t have any specific analytical functionality. Very few organization I would say, maybe a futuristic organization might have this, but most of the organizations, they just had dependence on BI, and used Excel or Crystal Reports and run with it. Uh, yeah, that was 2005. Now 10 years, a decade later, things have changed. I think marketing team has completely redefined the role of analytics in the organization, to the extent, uh, the, uh, hiring entire departments. So marketing operations is becoming a crucial piece to it, marketing intelligence and analytics, digital intelligence I’ve seen lots of different places, I’ve seen marketing technology and analytics being combined together and forming a crucial component of the entire marketing group, reporting to CMO. So I think it has significantly evolved, and significantly changed, and not to mention, it has created a lot of opportunities, and lots of new jobs, that were not available before.

Jeremy Roberts: And- and I think, you know, to- to, you know, to add to your point, I think it involved that conversation we had just a little bit earlier, talking about the role of the marketing analytics person, because as you say, back in 2005, marketing was on the receiving end of that business, uh, intelligence team data, and their job was to be a tactical team, to just act on what the BI team told them to do. Now, the marketing analytics person sits within that meeting, and helps to interpret that data, and helps to drive the business, and- and so the role of the marketing analyst, or the analytics person within marketing, really as grown tremendously since 2015 into 2015, over the past decade, and as you can see especially in HR departments, I mean go to Linkedin, there are a ton of jobs out there for this, and we’ll be talking about that in a later podcast. Um, so last question of the day, so give me your future state, where do you see, um, marketing analytics evolving into the future?

Sameer Khan: I think marketing analytics is going to be taking a much more prominent space on the table. Uh, directly connecting to the CMO level, the executive officer level, providing them the intelligence to the organization, and I also see, um, kind of the automation piece taking much more space here, because there’s a lot of data, a lot of different technologies, so there may be a chance that few marketing roles that are just providing basic information and data, they may be completely eliminated to give space to some advanced level roles that deals with, you know, data strategy, uh, artificial intelligence sort of technology inside of marketing that does a lot of data processing and makes it available, that you know, there’s already some technology that does some sort of automation on its own, and new roles such as, you know, just coming, becoming very prominent such as chief data officer. Uh, will continue to expand, and more and more organizations will start thinking in the direction of chief data officer, which will pave the way for the past chief information officer, as chief information officer is now really limited to IT. So lots of lots of changes coming, so I would definitely urge the listeners to continue to hearing to listening our conversation, uh, in the next few podcasts that we’re going to be doing, in, I think we’re going to share lots of nuggets, and talk about how the industry’s changing, but before that, uh, do you want to, is, do you want to sum up what we talked about today, like what are the key takeaways, like five, four different points that users, that listeners can take from today’s call?

Jeremy Roberts: Yeah, sure sure, so, I- I- I think really, you know, as we discussed today, around the first question was, why should businesses focus on- on analytics within the marketing department? You know, the first thing there is, you need to have a seat at the table. If you want to be involved in marketing analytics, if you have the data, if you have the ability to be able to take the power of that data and- and have it affect, you know, operations and manufacturing, finance, sales, product, and HR, you need to have a seat at that table. It is a very important field within, uh, the new way of doing business, the new way of doing marketing, and every business should really make an effort to identify and find a very specialized person for this role. Don’t just take an average marketer. Take a marketer who has an interest in that data. Take a marketer who really wants to understand really how that data is affecting the way that business changes and evolves, and how it reacts throughout the season. Second one, you know, we talked about, how can it drive decisions? You know, if you’re a marketing analytics person, take a seat at the table within finance. Go sit with operations and manufacturing and share that data with them, you know, make sure you’re in the sales huddle. Go talk with the sales leader, and really be the point, you know, really be their point of data. Be there to give them the data they need to be able to make the right decisions for their hiring. You, you’d be amazed at how receptive they are to that, because you know, really, sales, they want to make money. Product, go sit with the product team, and especially HR. Really make friends with your HR department to really understand, you know, how this data is really going to drive the hiring process that they have. The last thing you want to do is, the HR department gets a mandate from management that we just need to hire, and you come in with some trending data to identify that, I’m sorry that the trend’s not going to be as fast as you are, and the last thing we want to do is hire a bunch of people that we’re going to have to let go in the next few months, especially in sales. Um, thirdly we got to, you know, really understanding, what are the most commonly used marketing tools out there, and uh, Samir went through a list of the different levels, really what my, you know, my advice to that is, start slow. Start with something y7ou can manage, start with something you can control. Make sure that you really understand the data that you have in front of you, and be able to interpret that data completely, and fully understand it. The last thing you want to do is to get over your head. You know what, there’s a lot of trainings out there. Um, you know, there’s a lot of different uh, uh, free courses, paid courses out there that can train you on really how to use and read marketing data and marketing analytics, to be able to use that to benefit your company. And lastly we talked about really, you know, how it’s evolved from the past decade, 2005 and 2015, and really how it’s going to evolve in the future. I say this is what you have a passion for, stick with it, it’ll only get better.

Sameer Khan: Fantastic, no, that’s perfect, a great summary.

Jeremy Roberts: Great, so um, thank you everybody for joining Analytics Today, I am your cohost Jeremy Roberts and with me is Samir Khan, and we’re uh, happy you guys could join us today, and we look forward to the next one. See you guys in the air.

Sameer Khan: See you guys.

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