Why Not Treat Marketing Like Sales?
For ages, sales people and general management have complained about marketing not delivering measureable results. We’ve all heard the words of John Wanamaker echoed in cliché, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” But what if I told you it didn’t have to be this way? What if we could hold marketing to the same standards as sales, demanding that they retire a quota as real and measurable as a purchase order? If we think creatively and look around at the various tools, methods, and systems we already have available in our organizations, we might find the answer. Join me as I walk you thru our journey and lessons learned at eBay. Perhaps you’ll find the clues you need to solve this problem in your organization?
George leads the global Marketing analytics team at eBay. His team of passionate data scientists and business analysts focuses on prescriptive, causal analytics. They measure the impact of eBay’s global CRM, IM and Loyalty activities via A/B tests, econometric and multivariate models and other techniques. And they uncover actionable insights to optimize operations in email, mobile notifications, SEM, display, paid & free social, affiliate and loyalty programs.George joined eBay from Dell Inc. where he was the global business manager for Dell’s Analytics and Information Management software portfolio.