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Aug 11

3 Marketing data management tips marketers can borrow from Finance

  • August 11, 2015
  • Marketing Data Management

At Beckon, we often use a finance metaphor to help marketers understand that there’s a better way to approach marketing measurement and it starts with the data. Borrowing proven practices from the finance department, marketers can clean up, structure and ultimately leverage their marketing data to make data-driven decisions. For example, would you ever put receipts from a business trip into a shoebox and turn it into finance to get reimbursed? Of course not! Everyone in the company fills out the same type of expense report that gives finance the information they need to report the expense and reimburse the employee. Do you include all of the data from each receipt in your report? What you ordered, who your waitress was, the address of the restaurant? No way. Finance would end up having to dig through and track unnecessary information that’s not relevant to their needs.

Putting marketing data management into this perspective really hits home with marketers, as well as the analysts and reporters I work with here at Beckon. That’s why we’re especially pleased to share this iMedia Connection article by Beckon CEO Jennifer Zeszut. In it, she shares 3 data management tips from the finance world that can help marketers change the way they think about data so they can garner valuable insights and make better, data-driven marketing decisions. If you’re interested in data-driven marketing, check it out! We’d love to hear what you think!

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Beckon, The Source of Truth for Marketing™, is the trusted data management, reporting, and analytics platform global brands depend on to make effective decisions. The only solution purpose-built for marketing, Beckon provides automated data management, total visibility into cross-channel performance, omnichannel analytics, real-time dashboards and scorecards, and marketing KPIs right out of the box for fast time to value. Beckon is for marketers who want to unlock their data, see what’s working across it all, spend wisely, maximize ROI, and show marketing’s impact on the business.

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