Marketers should leverage data to elevate conversations with key stakeholders, according to financial marketers at this year’s FP Live!.
Taking the time to analyse the data received from campaigns aids future decision making and ensures continuous development for marketing teams, enriching conversations with leadership.
Alexandra Lewis, chief marketing officer at Aon, said her team continuously review KPIs – key performance indicators – and pivot them according to business goals.
“For example, if you’re in the insurance industry, you will know there’s a huge war on talent.
“We adapt new metrics to analyse what we have specifically been doing to show what an amazing place Aon is to work and help meet those goals around retraining, retaining, and attracting talent,” Lewis said.
After measuring new data, marketers can have meaningful and commercial conversations with various stakeholders, better understanding what’s on the mind of a CEO, CFO, or head of HR, she added.
Lisa-Marie Mallier, founder of No Fluff Communications, agreed marketers should take the time to understand the story behind the numbers.
“In the corporate world, you’re always moving on to the next thing or there’s a new crisis to take your attention off.
“Taking the time to look at what you created, how it performed, and how it could be refined to perform better is crucial,” said Mallier.
Marcomms professionals should build in time to assess the data collected from campaigns, agreed Alastair Fairbrother, head of communications and positioning at Allianz Global Investors.
“We always allocate reflection time into past campaigns before we’re just dragged into the next cycle,” Fairbrother said.
The panellists agreed advancements in the way marketers can access and analyse data – such as through artificial intelligence – will reduce time and cost.
The session titled “Keep up by getting ahead” was moderated by Alexander Clelland, director at PR and communications specialists Houston.
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