Let’s unpack the term, analytics means data and analysis that enables decision, so a marketing analytics platform is a place that allows marketers to make better decisions from analysis of their marketing efforts.
In looking for a platform, as marketers, we tend to google it, open a website with a list and open a bunch of tabs, look at each website. Then maybe explore a couple.
This helps canvas the market (yes) – but it misses a crucial step. What are your objectives? What are you trying to achieve?
Granted, sometimes you need to get a feel for the industry to make sure you are asking the right questions, or that such a thing can help you deliver.
Whether it is before or after, spending some time on these will help make sure you get what you need. It’s about the right tool for the job. Not necessarily what’s the most popular or in vogue.
So look at
- What am I trying to achieve?
- What are the steps involved in doing that?
- How does a platform help me deliver those?
- Who will use the platform? Is the platform easy to use? What’s the time to train or to set up the platform?
- How long does it take till we see results?
Then return to the objective and ask yourself, does this tool let me do that? If the answer is yes, you’ve found your solution. If the answer is no, you keep looking.