Beyond Vlookups: The Marketing Data Analytics Stack
Sam Fonoimonana, Chief Analytics Officer at Stoke Analytics, spoke about data analytics and how it is important for marketers to take a close look at the data (using multiple data points) to tell the full story. In order to look at the data set Sam recommended marketers use pivot tables to collect and manage the data.
In this presentation, Sam talked about how marketers need to set the data which allows them to get the foundation in place. To do that, Sam discussed the following steps to set up your performance pipeline -