Building Trust in Analytics

Having spent many years leading agency analytical teams, I observed that there is often a trust issue on the client side when it comes to agency analytics.

The expression "grading your own homework" was very commonly used, but in reality, this is mostly due to having the wrong focus.

Good analytics is less about ROI measurement and more about the ability to move the needle on business metrics, such as sales and revenue.

Incremental business outcome is the homework that should be graded and not one that can be "fudged" with other softer metrics. Sales are a tangible measure of marketing impact and should be a priority for analytical efforts.

Simply put, if a model indicates that a media plan should deliver $X in sales, then the analysis of the actual results vs. the forecast should validate that.

So the equation to keep in mind should be:

Sales = Trust

#marketinganalytics #businessoutcome #sales