Top Strategies for Mops to Close the Gap in Marketing Analytics


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Marketing operations teams solve organizational knowledge gaps and prove marketing ROI. These specialists manage systems, data integration, and campaign tracking. Unfortunately, this valuable knowledge is often kept just within the MOps team.

The organization needs to be more aligned to close this gap. Collaboration allows marketing operations to support and educate data science teams to advance data-driven marketing analytics.

Here are three strategies MOps teams can use to close the knowledge gap and provide insightful information that will benefit the entire organization:

1. Data glossary creation

MOps can develop a data glossary focusing on key marketing terms like qualified leads, scored leads, and source data. System default glossaries are a good starting point for many marketing automation platforms. Analyzing funnel health and velocity requires documenting a lead lifecycle model and CRM stages for leads, accounts, and opportunities.

2. Alignment

The teams must align on the definition of MQL, marketing influence, and goals. This ensures that when marketing uses the term “influence on the pipeline,” everyone in the company has the same meaning in mind.

3. Marketing reporting machine expansion

Marketing intelligence operations (MOps) data reporting and analysis team members are also crucial. They bridge data science and marketing expertise to give marketing reporting its due.  They can become an internal marketing reporting powerhouse with BI or SQL career development.


MOps teams can translate and support data science teams with marketing-specific models and reporting metrics. This enables businesses to gauge the impact of marketing on sales and effectiveness precisely.

Read More: 3 ways MOps can bridge the gap in marketing analytics

TalkMartech Bureau
TalkMartech Bureau
TalkMarTech keeps marketing leaders updated with the newest technology innovations, disruptive tech initiatives, and the most relevant MarTech-stack updates and conversations across the globe.   ·.   ·


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