The connection between "data", "KPI" and "analytics" on the one hand, and the organization of communication and marketing on the other, seems complicated. But it is not.
Because teams and companies have exactly 2 ways to deal with data from digital media, without success and with success:
- To no avail: you can do nothing at all and voluntarily get stuck in channel silos as a communications or marketing department. You can also achieve this result by relying on "APIs" and "automatic data integration" and wasting a lot of money. APIs are, by definition, uncontrollable. The constant changes to platforms and software tools shoot every team and project into dysfunctional cost nirvana.
- With success: you can integrate the data with some continuous effort and condense it into a few and simple KPIs that support all cross-channel use cases, i.e. management, steering and control of marketing and communication. We would be happy to explain exactly how this works in a conversation.
