Consumers have become increasingly sophisticated in their online activity. The continual shift in the digital devices, touchpoints, and means of interacting with your company, requires integrated analytics to track these activities and provide the data to hone your efforts. However, this requires the ability to anticipate and respond to consumer behaviors quickly.

In order to react faster and achieve higher ROI on marketing, marketers are turning to new methodologies like Agile.  According to a report published by Workfront, 30% of marketers are using Agile to accomplish their objectives.  Joe Staples, chief marketing officer at Workfront stated that “agile focuses on improving the speed, productivity, adaptability, and responsiveness of creative work…There is a huge opportunity for forward-thinking marketers to bring positive change to their organization through Agile methodologies.”

The key component of agile marketing is the ability to quickly learn from your experiences and iterate. An accurate, holistic understanding of the data is needed to support the necessary decisions that allow you to react fast and adapt to the market.   

As Google explains, “Agile marketing will keep growing as the investment in big data and analytics increases. Real-time data is becoming the norm, making agile marketing more mainstream. Testing and iterations will have a much shorter turnaround, and marketing departments will have to become more agile and effective at making data-driven insights. Marketers are moving toward continuous iterations and using platforms and monitoring tools to analyze results.”  Having integrated analytics that provides you with a holistic picture is a “must-have” component that will allow marketers faster execution using agile principles.

Many marketers are still working with disparate analytics.

Granted, the number of analytics tools available to marketers has increased, but the lack of integration hinders marketers from readily grasping how their efforts are working. In fact, new research shows that only 26 percent of marketers believe their analytics tools are well-integrated, a shortcoming that affects their results.

The research comes from a study Google commissioned from Forrester Consulting to ascertain how successful companies are using their marketing analytics tools. Their survey of more than 150 marketing, information technology and analytics executives in North America showed that integrating tools is critical for companies to gather actionable data, but most firms do not have the level of integration that allows them to effectively react to consumer behavior.

Overcoming Disparate Analytics

Integrating the various analytics tools and the information they produce takes time and requires some custom development. However, the value gained from a customized solution that presents actionable results can be immeasurable and can allow you to better keep up with and anticipate consumer behavior.

Marketing analytics tools need to be able to support marketing objectives with data that matters. To avoid bottlenecks in capturing and optimizing data, integration is best planned before purchasing any technology. However, it can be achieved afterward, too. The critical thing is bridging the gap between the information gathered so your business can better use it to succeed.

Bringing in consultants, like TangoCode, with expertise in developing configurable dashboards and amalgamated data views can bring significant results. TangoCode works with clients to improve efficiency and bottom-line marketing results. Using a collaborative, creative approach TangoCode can help you develop a framework for integrating your marketing analytics into more streamlined and actionable tools so you can capitalize on your business strengths and competitive advantages.

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