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Change Your View on Analytics: Think Success Planning

Description

Savvy marketers know that tying marketing efforts to business goals is the ticket to better decisions and stronger results. As a matter of fact, studies have shown that marketers who link marketing metrics to business results are 3X more likely to hit revenue goals than those who don’t.
The problem is this: Although marketers want effective results, many find themselves faced with barriers to aligning marketing and measurement. A large majority of marketers (61%) struggle to access or integrate the data they need, 22% don’t have the tools or technology they need, and 26% struggle to get buy-in and support from executives.
Join this session to hear firsthand about the path that Kingspan – a European super-brand and global manufacturer of high-performance insulation and building products – took to effectively scale barriers to effective measurement while launching an unfamiliar brand in the U.S. market. You will hear how Kingspan worked with Mower’s analytics team to implement an executive-friendly measurement framework that defined CFO-friendly KPIs upfront, while using data to predict and achieve positive ROI. You’ll leave with a sample measurement framework (a Success Plan) you can take back to your company to achieve similar results.

Contributors

  • Mary Owusu - CEO at GuruBound.com, and Professor of Marketing at Canisius College

    Mary Owusu is CEO at GuruBound.com and professor of marketing at Canisius College. She began her career in 2002 as a search marketer and took on progressively increasing roles before being named an SEO pioneer by Adweek, and becoming Senior Vice President of Digital Strategy and Analytics at a respected marketing agency. In 2020, Mary left her corporate job to found her own learning platform, GuruBound.com, where she’s empowering marketers, content creators, and young adults to build up their digital marketing and analytics skills and propel their careers. Always looking to influence the world around her, Mary is also involved in two boards--Future In Our Hands USA which funds sustainable projects in Kenya and Zambia, and the Digital Analytics Association (*the* global association for the digital analytics community) where she’s an executive board member. For her contributions, Mary has received numerous awards including the FOUR under 40 Emerging Leaders award from the American Marketing Association, and the ATHENA Award for her commitment to empowering others, especially women and minorities like herself.