Marketing Operations Analytics

Transforming Marketing Operations with Data

At Optima Connect, we provide advanced analytics services for marketing operations teams responsible for global brands.

Track every campaign from brief to execution. Monitor vital information around marketing processes. Embed AI to generate alerts that flag issues early. Identify best practice by market or territory. Optimise throughput, efficiency, resource levels, utilisation, costs and more. All from a single source of the truth.

Take your marketing team's performance to the next level. Get in touch today.

What is Marketing Operations Analytics?

It's a form of advanced analytics that gives global marketing directorates deep insight about what's going on in their marketing teams. For international marketing networks with hundreds of staff creating thousands of pieces of content each year, this insight is more than a 'nice to have', it's an essential enabler of marketing operations transformation and best practice implementation.

This is a new form of analytics, distinct from traditional marketing analytics or customer analytics. Marketing Operations Analytics is made possible by modern workflow management tools such as Jira, Workfront and Azure DevOps. For brands working with these tools, data science offers exciting new opportunities to analyse operational performance and drive wholesale improvements.

Our objective is to build you a single source of truth, so you can easily track:

1. Campaign Status
  • How many campaigns do I have in-progress right now?
  • How many are scheduled for release today, tomorrow, this week?
  • How many campaigns are currently delayed or blocked?
2. Time & Process
  • How long do my campaigns take to produce?
  • Which subtasks or teams are creating bottlenecks and slowing us down?
  • How consistently are our marketers following best practice processes?
3. People & Resource
  • How much internal resource do my campaigns require?
  • How many teams & people are involved in the end-to-end process?
  • Are any teams under- or over-utilised?
4. Cost & Value
  • How much do my campaigns cost to produce when resource is factored in?
  • Which campaigns are efficient to produce and deliver the most value?
  • Which campaigns are inefficient to produce and deliver relatively little value?

Key Advantages for Marketers

Beat technology sprawl

Create a single view of key activity metrics, regardless of how many technologies your teams use.

Share best practices

Identify high-performing territories, discover what works, roll-out globally.

Drive marketing transformation

Benchmark global marketing performance, pinpointing bottlenecks and diverting resource before delays occur.

Increase value

Start focusing your team's energy on efficient campaigns that generate the most value.

Ready to Take Control of Your Marketing Operations?

If you're looking for a data-driven way to improve the performance and efficiency of your marketing team, we'd love to hear from you.

What to expect when you get in touch

We'll email you back within a few hours to arrange a call at a convenient time. On the call you'll meet one of our senior data scientists and we'll ask you some high-level questions about your goals and the main marketing technologies you're using. From there, we'll be able to tell you whether the conditions are right for Marketing Operations Analytics and whether we think we're the right partner to help.

Why Optima?

Although extracting insight from data is technically an analytics task, experience tells us these projects often need more than analytics alone.

Part of the challenge with Marketing Operations Analytics is that the operational data we need is often hard to access, distributed across multiple systems, and comes in very large quantities. The first step is therefore to surface the data, connect relevant data points together, and then serve the data to an appropriate BI or data visualisation tool. Asking an analyst to do this preparatory data work alone can lead to slow, frustrated progress. For an efficient project, a better approach is to deploy a blended team, where data engineers and data scientists work on the project side-by-side.

And that's exactly what we've built at Optima Connect - the perfect blend of data engineering and data science experts. That means our clients get the right set of skills at every stage of your project. Or put differently, you get a fast, efficient service that delivers plenty of quick wins, and avoids incurring technical debt.