Drew Miller, Executive Director for Global Marketing Analytics and Insights at Dell, shared his thoughts on the importance of marketing analytics during his presentation at the 2014 Chief Marketing Officer Leadership Forum in Los Angeles on Jan. 29. In his presentation, "Dell's Marketing Analytics Evolution," Miller noted that marketing analytics can have major effects on both big and small organizations.
According to Miller, a customer-centric viewpoint on marketing analytics is ideal. If an organization understands how it can provide customers with valuable support, Miller said, it could connect with clients across the globe. In addition, Miller acknowledged that an organization can look at the past behaviors of its customers to collect valuable data it can use to enhance its marketing campaigns: "Go back and pay attention to what they’ve bought and you can have some pretty good predictions around what they’re going to buy. That’s very powerful information."
An organization that incorporates marketing analytics into its overall business strategy can succeed, Miller said. With marketing analytics, Miller said, an organization can improve its interactions with clients and develop long-lasting partnerships with them. Meanwhile, an organization that prioritizes marketing analytics, Miller added, could gain a competitive edge over its rivals as well: "When the CMO on down says analytics will be a foundation for how we’ll do the best things for customers and make optimal use of the company’s scarce resources, that’s a great signal." To get the maximum value out of marketing analytics, Miller noted, an organization can integrate them into its leadership philosophy and reap the rewards for years to come.