The modernisation of marketing and the role of marketing analytics

Navigating the ever-evolving landscape of marketing technology, I’ve come to terms with a key realisation: marketing analytics is marketing. This acknowledgment hasn’t always been easy. Years ago, as a humble web analyst, the lines weren’t as blurred. However, with the advent of tools like Google Analytics 4 (GA4), stringent privacy laws such as GDPR, and changing browser policies like those of Safari, the role of a web analyst has transformed significantly.

In the old world – us web analysts badgered everyone to get tracking in place and then reported on campaigns after they’d run. We were more of an afterthought (i.e. fighting for dev time in a sprint for data layer updates anyone?) and doing purely descriptive analytics. Marketers focused on the strategy, targeting, creative, and budgets, and as such, could sit as a separate team.

These days – in the era of modern marketing – us marketing analysts (now often called ‘technical marketers‘) are involved throughout the process. Advising on data governance, privacy and consent, audience segmentation, structuring AI-ready data, optimising in real-time, etc. And thus, we’re (finally) a more intrinsic player in any marketing team.

As such, the roles are blurring – where does marketing analytics stop and marketing start?

Modern Marketing

Recently, I had the privilege of discussing these developments with Ken Williams in an episode of The Measure Pod, where we explored the concepts of modern marketing as highlighted in their DiveTeam blog series. This conversation has significantly influenced my approach in what I do at Measurelab, reinforcing my thoughts around the pivotal role of analytics within modern marketing teams.

Today, modern marketing strategies demand a fundamental shift in mindset. The paradigm shift is driven primarily by two forces – privacy regulations and cloud computing. These have not only redefined best practices but also required marketing professionals to develop new skills and approaches. Here are some key aspects shaping the future and modernising marketing, and thus marketing analytics:

Data-driven decision making

In the current digital age, data is more accessible and crucial than ever. Using analytics and data science allows us to understand consumer behaviour, identify trends, and measure the effectiveness of marketing efforts meticulously. This data-centric approach ensures marketing campaigns are tailored to specific audiences, optimising budget allocation and messaging. This is the essence of data-driven marketing analytics.

Embracing new, advanced technologies

Technological advancements have become indispensable in modern marketing. Tools like marketing automation platforms (MAPs), artificial intelligence (specifically gen AI and machine learning), and customer data platforms (CDPs) enable the creation of personalised and targeted campaigns. With the ever-increasing landscape of marketing channels, our capacity to connect with audiences has never been greater. Provided we integrate these technologies strategically.

Continuous learning and adaptation

In a landscape where even three-year-old advice may no longer apply, staying updated with the latest trends and developments in marketing technology (MarTech) is crucial. Continuous learning and a willingness to adapt are now imperatives for maintaining a competitive edge in marketing and analytics.

Privacy and ethics

The growing consumer demand for data privacy (i.e. respecting their preferences) necessitates a shift towards privacy-focused marketing strategies. Techniques that emphasise privacy not only build customer trust but also enhance the overall effectiveness of marketing efforts. We must understand the intricacies of privacy legislation and its impact on what can be achieved, not just from a legal perspective (what can we do), but also ethically (what should we do).

Accessibility of cloud computing

The role of cloud computing in marketing analytics cannot be overstated. Proficiency in cloud technologies is essential for processing large datasets efficiently and conducting advanced analysis to uncover valuable insights. This expertise facilitates effective decision-making and drives business growth, helping to bridge traditional marketing and modern solutions.

Holistic measurement strategies

A comprehensive approach to measurement that goes beyond traditional metrics is required to truly gauge marketing success. Leveraging various marketing effectiveness methodologies such as media mix modelling (MMM), attribution modelling (MTA) and incrementality experiments helps in precisely understanding the unique impact of various campaigns, making measurement a cornerstone of modern marketing.

The marketing profession now requires an expanded skill set. To be an effective marketer, we must now become adept data engineers and analysts who understand the intricacies of privacy legislation. That is on top of everything else we have to do!

As I delve deeper into the realms of modern marketing, I’ve become comfortable with the notion that… marketing analytics is marketing. It’s an evolution that reflects the broader shift in our industry – one that I’m excited to be a part of. At Measurelab, we’ve successfully navigated these changes, helping numerous teams and companies adapt and thrive in this new environment.

By embracing these changes, we can craft more precise and impactful marketing strategies, ensuring we stay ahead in a perpetually evolving digital world. If you’re grappling with these challenges or seeking insights on how to leverage modern marketing techniques effectively, let’s connect. Message me on LinkedIn or get in touch through Measurelab to explore how we can help your team.