Good morning, Marketer, and who’s a fan of rigor?
One thing I’ve learnt over my past few years in the martech space is how many things which seem a matter of instinct based on experience can be developed into practices based on rigorous analysis (supported by data, of course). One example which springs to mind is influencer marketing, where detailed models have now been developed explaining how the value to brands of macro- and micro-influencers can be predicted in a granular way.
Another corner of science which is developing concerns how marketing operations teams are put together. If you think you have a good feel for the roles on your team and the people who can fill them — you probably do. But some analytical thinking can’t hurt. One of the merits of Steve Petersen’s recent articles on martech roles is that he takes a conceptual framework developed by Scott Brinker and shows its hands-on application. See below for his latest thoughts, and read more here.
Kim Davis
Editorial Director