Good data is required for solid post-promotional analysis and for on-going management reporting. Marketers who do not have user-friendly, automated ways to report their spend will be forever stuck in the reactive, tactical mode.
This vlog concludes our "Garbage In-Garbage Out" series (here is Part 1 and Part 2). In this installment, I focus on the huge importance of usability of any reporting system that marketers are required to use. Only those systems that are built for marketers, are easy to use, give them answers and make them smarter will succeed in a long run. Adoption from the bottom up should be management's goal when deploying planning and reporting software.
Have you had experience deploying marketing planning systems? What was the journey like for the end users?
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