In today's digital business environment, it's already a given that data must play a role in facilitating effective management. Nowhere is that more apparent than when dealing with creating a high-performance marketing strategy. The trouble is many companies struggle with building the internal expertise necessary to create a data-driven marketing department.
Part of the problem is that a data-driven marketing team bears little resemblance to the marketing departments of the past. Instead of featuring only creative copywriters and visual artists, companies must build a marketing analytics team that will be able to collect and interpret the available data to give the creatives their marching orders.
The good news is that it's no longer all that difficult to assemble a high-skill marketing analytics team, provided that you know what positions need filling and what their roles are.