We just returned from the AMA Conference: Analytics With Purpose, held in Scottsdale earlier this week. This was Xcelacore’s first time sponsoring an AMA event and we were honored to represent the business. This was a great opportunity to hear from industry experts on best practices and learn what other leading companies like AOL, American Cancer Society, Charles Schwab, and IBM are working on (not to mention the great Superbowl party!).

Most importantly, it gave me a chance to meet other marketers and hear about their challenges. Many of the attendees I talked to were there to learn more about analytics and then apply them at their companies. An important pattern I noticed was that many marketers are struggling to figure out where to start with analytics and digital marketing technologies. Some have pieces of the puzzle in place, but not everything is connected. Others are further along. Every company is at a different place in the maturity curve for implementing and using marketing technologies.

But the common theme is the lack of resources and expertise internally to get where they want to be. Almost everyone talked about realizing the importance of having the right tools (including digital analytics) in place to be more efficient and informed on how their marketing activities are performing. So that left me wondering why enterprises aren’t allocating a bigger budget to make it happen. Why wouldn’t you want to have visibility into your marketing activities’ success and ROI?

I have some theories on this, having run marketing organizations in previous roles. But I would love to hear from you directly. Write me at mansoor@xcelacore.com and we can exchange some ideas on this topic.


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