Branching Out Podcast | What should Marketing Analytics ACTUALLY do? | Ep. 3

In the upcoming episode of Branching Out Podcast, titled "What Should Marketing Analytics Actually Do?" our host Matt Butler delves into the role of Marketing Analytics in proving marketing impact and its overlap with finance's measurement of return on investment (ROI). He highlights the challenges faced by marketing analytics, which is often pressured to show positive marketing impact regardless of actual results.

The episode critiques the current state of marketing analytics, arguing that it should not merely measure or prove marketing effectiveness but instead act like a hedge fund manager, directly contributing to the marketing's contribution margin. The discussion extends to the necessary skills and compensation for marketing analysts, proposing that 2% of the marketing budget should be allocated to analytics tools and teams, with a p ...