Analytics vs. Upper Funnel Marketing

Brand awareness can be a sensitive topic for marketers. I always fight an uphill battle when dealing with marketing departments (especially brand marketers).

Analytics & Brand Marketing should have a great relationship. Unfortunately, analytics are seen as a threat to upper funnel marketers due to the challenges in measurement. However, taking a step back and taking some measurements that simply help people achieve their objectives is typically what they need measured and reported. There are plenty of industry standards which can help lead brand marketing to success - applause rate, engagement rate, etc. While these may not translate directly into a dollar value in sales, it can help marketers wrap their heads around the potential impact. One question I like to ask is, "how much would you pay someone who has never heard of your company to check out your website?" That's relatively easy to track (even though it's not perfect - you can make some assumptions based off of your industry).

A message to analytics folks: build a relationship of trust and the rest will fall into place! More on how to do that later...

Reputation of Analytics in the Marketing Funnel

Reputation of Analytics in the Marketing Funnel