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Has your ROI gotten flabby around the middle? Is your bottom line feeling the drag of extra weight? Could you get a little more muscle out of your campaigns? It’s a new year with new opportunities to attain your ultimate marketing campaign fitness, and having a marketing analytics and attribution solution can help you make that happen. In just six weeks, you can bring the power of data unification, deeper customer journey insights, and newfound decision-making abilities into your campaigns—and here’s how.  

Keys to Transforming Your Marketing Fitness

Before you embark upon a marketing fitness plan, you first need to take a holistic overview and assess key areas of your marketing organization. This can be daunting, and you wouldn’t be doing it alone—your coach (an Altitude specialist) will help you create a comprehensive, holistic approach to help ensure your ultimate marketing fitness.

Three key areas to assess:

  • Cultural: Change can be hard medicine to swallow, and thus change management is the spoonful of sugar. If marketing leaders don’t take care of their employees’ psychological needs, then any change—including ones for the better—will be traumatic at best, and rejected at worse.
  • Strategic: Plan it out. Forward-thinking marketing leaders recognize the need to plot out where they are heading, how to get there, and what surprises and obstacles to expect along the way.
  • Operational: You have pinpointed the discrepancies between systems—where the data leakages are—and now need to change some fundamental ways you  handle marketing analytics so you can ensure that your data is trustworthy. By implementing these steps, you will gradually upgrade your day-to-day marketing operations so you will achieve incremental progress through attainable milestones.

Your 6-Week Plan to Marketing Fitness

Congratulations! You have made the commitment to creating your own marketing powerhouse that will do the heavy lifting toward your ultimate ROI fitness.  Here, we’ll provide you with an abbreviated plan—find a detailed version in our eBook, Blueprint to Actionability, Part 1.

Week 1: Cultural Change
Rolling out major changes to the organization without a properly designed change management strategy tends to stall initiatives—keeping these three major elements in mind will help keep that from happening:

  1. The vision and the journey. In order for change to take hold, map out (and regularly revisit) the clear vision of where you want to go and the journey your organization needs to take to get there.
  2. Communication and dialogue. Once the vision and journey are well thought out, continuous dialogue is essential to gain buy-in and to stress the urgency of the change. If people perceive the change as “optional,” then many will opt to keep on doing things they way they always have. Think about designing incentives to ensure your teams comply to your timeline and goals.
  3. Measured milestones and alignment. Create key milestones so team members can easily recognize when they have achieved a goal—and then mark it. Stakeholders need to be aligned to these milestone moments or “mini-successes.” Milestones are great way to roll out change incrementally, which is recommended—too much change in too short a timespan can completely overwhelm your marketing teams and cause initiatives to be rejected. Key areas to look at:
    1. KPI migration: Focus on KPIs that cut across multiple channels, no matter how challenging this may seem at first.
    2. Multitouch attribution: Go beyond post-view or post-click conversion rates to rules-based, machine-learning, or statistics-based attribution, even though it may take some extra education and effort.
    3. Metric discrepancies between systems: Web analytics tools use different metrics, like visits and unique visitors compared to an attribution solution—this needs to be sorted out so you can optimize marketing spend across channels
    4. Conversion deduplication: If your marketing has operated in siloed, disparate systems, your SEM platform and ad server, for example, might both be claiming credit for the same conversion—so deduping your systems is important.

Week 2: Orientation
Week 2 focuses on the basics—it’s time to work that core to achieve your ultimate marketing fitness goal. To establish a good foundation of knowledge and expertise in your team, here’s where you implement training, communication, and practice.

In preparation for implementing a marketing analytics and attribution solution, your channel teams have poked holes in the reports, found all the breakages, ironed them out, and reached a point of reporting parity to their old system, ensuring that they can trust the data. Now it’s time to turn every single member of your team’s attention to training on the reporting infrastructure of your new marketing analytics and attribution solution. (Here’s where a marketing fitness trainer from Impact’s Altitude team can be brought in to help.) Set up training communication channels to ensure that everyone knows who your account executives and customer success managers are for when the team has ad hoc questions.

You’ve tackled two of the biggest challenges toward reaching your marketing fitness goal—way to go! Next week, we’ll dive into weeks 3 through 6. If you’re eager to find out more now about achieving marketing fitness in the new year, download our eBook, Your Blueprint to Actionability, Part 1.

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