Monday, 5 September 2011

The elevator pitch for analytics

I tweeted a link to this thread on Linkedin last week. It asks, "What's the elevator pitch for analytics?" and quite a few of the answers are a disaster.

A few gems include...

"foresights" based on statistical analysis of data for proactive decision making. 


Identify exceptional insights and value through measures derived from business initiatives.

Well I don't know about you, but I'm sold. Where do I send the cheque?

It's language like that which scares marketers. It should scare anybody! Plain English is a beautiful thing.

Actually, I think the question makes a fundamental mistake and a lot of the confused, jargon filled answers in the thread stem from there. We should never, ever try to sell analysis. Analysis is a means to an end and you sell the result, not the method. If you don't know what end goal you're trying to achieve, then you can't sell the work that's going to be needed to get there.

So as a marketing analyst, what's my elevator pitch?

I'll make your marketing budget work harder, so that you have the choice to either win more customers for the same money, or spend less on marketing without harming your business.

I'll do that by measuring how your customers react to the advertising that you run now, and then forecasting what will happen if you make changes.

And that's about it. For a Marketing Director rather than a CEO or FD, you might even want to leave out the bit about saving money. I've never met a Marketing Director yet who wants to prove their budget could be cut without damaging sales...

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