Session Outline
Marketing analytics needs to get rid of the ‘vanity metrics’ and present a tangible, monetary value for the executives. The session covers real-life use cases of how Ericsson Marketing and Communications measures the value of analytics.
Key Takeaways
- Bottom-up to top-down: from vanity metrics to strategic OKRs
- If you can’t measure it… – one of the biggest challenges with measurement is to translate intangible results into monetary values
- Data quality and data culture – 2 real-life OKRs to measure a Data Strategy ROI
