OCTOBER 2023MARTECHOUTLOOK.COM8IN MY OPINIONBy Warren Yancey, Director of Channel Marketing, TransamericaTHE RULES OF MARKETING ANALYTICSOver the last several years, analytics have provided marketers with a universal language to share findings with outside departments. What was once seen as a creative art can now at least partially be distilled to numbers like ROI that any member of sales or operations can immediately interpret. And firms have been quick to invest resources into bolstering their data efforts. From 2017 to 2021, the average spend on marketing data in the U.S. grew from $12.3B to $30.61B and 43% of CMOs reported that marketing technology, data and analytics was their top priority over the next 12 months. Today almost anything in marketing can be measured, so much so that the pendulum has swung in the complete opposite direction of where it was several decades ago. Today there is too much data to record, let alone analyze. Conversion funnels are more intricate than ever, with disparate platforms coming together as a tech stack where apples-to-apples comparisons become difficult. And data privacy concerns have spurred movements like Google's removal of third-party cookies and Apple's new Mail privacy policy which threaten to obscure accurate results. For many organizations though, having Warren Yancey
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