The following is a guest post by Steven Wastie, the CMO of Origami Logic. While it naturally aligns with his company’s solution, I think his Marketing Signals Framework — and this absolutely epic Periodic Table of Marketing Signals — transcends their own product and is a powerful concept for marketing technlogy management. CLICK ABOVE FOR A LARGER VERSION
As a modern marketer, you’re overwhelmed with information, all the time — and there’s no end in sight as complexity and the pace of change shows absolutely no sign of letting up.
Your job looks nothing like it did five years ago — even one year ago. Yet despite this permanent state of change, you are, more than ever, accountable for knowing exactly what’s happening across your organization’s eclectic mix of marketing activations at all times. So you’d have no problem explaining how your campaigns are performing right now, today. Right?
It’s a simple question, but for most, it’s incredibly difficult — if not impossible — to answer. Mastering measurement has always been hard and, for many, even aspirational. As measurement vectors and approaches become increasingly diverse and sophisticated, many marketers are more than a little overwhelmed.