Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
Mahindra Holidays & Resort India Ltd.
On evolving beyond tactical metrics into assessing business impact – Marketing Operations?
Analytics plays a great role but I would divide the conversation on analytics into two parts. One is having the methodologies and having the metrics data and second is the mind-set. The mind-set is what really drives the use of analytics and ensures that there is efficiency and ROI in the marketing operations that you do. As an evangelist on data analytics and pretty much in the evangelist on ensuring that we have measurement for everything that happens within marketing. We have certain behavioral tactics to ensure we measure everything because I strongly believe what gets measured gets done.
“The mind-set is what really drives the use of analytics and ensures that there is efficiency and ROI in the marketing operations that you do.”