The first step towards solving a problem is admitting one exists. And I have a lot of problems. As marketing professionals, we all do: which projects are highest priority, how many leads did we generate this month, did we publish a blog post yet this week, and so on. The fundamental goal of marketing is to support organizational growth. Whether you’re a retailer looking to boost sales, a B2B SaaS provider trying to increase lead generation, or a charitable organization trying to raise awareness for a social issue, you’re trying to help move the needle in a positive direction around an institutional goal. In the past the success of your efforts was judged against a positive correlation with that business goal: if we produced a radio commercial and saw more sales in the same month, it must have worked. Technology has changed everything.
This is a companion discussion topic for the original entry at https://snowplowanalytics.com/blog/2018/03/16/using-snowplow-for-marketing-data-analytics/