Taking Analytics for Marketing Budgeting to the Next Level

Description:

Helping Marketers Run Marketing

“A marketing team’s tasks fall into two basic categories,” explains James Thomas, CMO of Allocadia:

• Doing marketing: Creating campaigns, designing programs to engage prospects, producing creative assets, etc.
• Running marketing: Setting strategically aligned objectives, allocating targets for investments and returns, and building strategic plans to meet those targets

Allocadia helps customers do the latter more efficiently and effectively — which Thomas knows from personal experience, having been an Allocadia customer before coming on board as CMO. “As an Allocadia customer, I saw first-hand the benefits the product delivers, in terms of both strategic planning and dayto- day decision making,” he recalls.

“We wanted to focus on our core application of the marketing workflows around managing investments and returns, and we didn’t want to build a reporting solution from the ground up,” says Co-Founder and Chief Product Officer Katherine Berry. “So we partnered with GoodData to create packaged data products that we could distribute to our customer network with the goal of helping them become more efficient and strategic.”

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