Marketing analytics requires new capabilities. How thoughtfully you develop or acquire those capabilities will be the difference between a financial home run and a management embarrassment.
The longest journey begins with the first step, but you need a map to get where you want to go. For many businesses, the biggest obstacle to becoming more analytically savvy is uncertainty about where to start and how to proceed.
A sound plan avoids two common traps. The first is to begin assorted, uncoordinated projects, often squandering resources as high-value opportunities are overlooked and inter-dependencies are not considered with sufficient foresight. The other is to embark on big-bang projects without considering multi-step plans that validate benefit assumptions, stage investment, and control risk.
Aventine Partners can’t make the need to invest and take risks go away, but we can help identify smarter, smaller, and safer approaches.
We do this by working with you to develop an analytics roadmap to guide your initiatives and investment decisions. The roadmap answers critical questions such as:
- What specific marketing actions can analytics enable?
- What are the areas and magnitudes of value creation opportunities?
- What are the most sensible first steps based on value potential, level of effort, and risk?
- What capabilities and assets exist today, and which will be needed?
- How can investments be staged to ensure expected value is achieved and to reduce risk?
- Which ROI metrics need to be tracked, and which success stories captured and communicated to maintain confidence in the endeavor?
- What investment and risk reduction alternatives should be considered, including newly emergent open source and service bureau options?
For most businesses, building an analytics capability can be a sound decision. Aventine Partners can help make it an investment instead of a bet with analytic roadmaps that drive pragmatic investments and manage the balance of risk and reward.
