"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Christopher Skinner, CEO at MakeBuzz.
I spend a lot of time traveling the country and meeting with big marketers to understand how they get new customers. Most of their internal marketing conversations quickly get bogged down with things like numbers, tactics, vendor selection criteria and KPI goals.
It’s understandable. Today’s marketing landscape is highly complex, and the ever-expanding roster of ad technology has marketers spending a lot of time simply trying to understand if they are missing something. Marketing leaders at larger companies hold up the Lumascape and wonder what they lack, while the expense and complexity of solutions terrifies smaller, resource-constrained firms.
The rise in chatter and intricacies in the system make me think about working for my father as a young man in his heavy machinery business. I helped him with duties like organizing projects and handling logistics. It was an incredibly thankless job. The right parts had to make it to the right part of the job site at certain times, confirmations made and invoices matched with purchase orders. There was always a screw-up of some kind. The best you could reasonably hope for was not messing up too badly. A job well done never received kudos.