A Toast to the Power of Marketing: Why I chose to take on the role of Global VP of Customer Advocacy at Proof Analytics

When I started writing this announcement, I thought about Simon Sinek’s legendary “Start with Why.” Why I joined Proof? Because they care so deeply about the evidence that great marketing works, delivers returns and financial impact.  That is quite exciting, so during my first day at Proof Analytics, I decided to take Champagne with me. Why? To set up the culture right from the beginning. We want to celebrate our customers’ successes.

As the inspiring yet straightforward name suggests, the founders of Proof Analytics wanted evidence. They wanted to reveal the truth behind the multiple variables that have an impact on marketing’s effectiveness. Proof Analytics’ software can be used to answer many questions that can inform the C-level on how to adjust their marketing budget. It can provide indictors of where it makes sense to invest and where not. Do you know which cuts are the most risky? Do you know what will give you the biggest bang for your buck?

Are you familiar with this struggle? I certainly am, based on my own experiences and hundreds of discussions with my industry marketing and management peers. Do you really trust your numbers? Do you think you know what moves the needle? Really? And if you do, do you know how to replicate the formula, or multiply it? How frustrating is it to invest and, despite great initial outcomes, still only get average monetary results? Correlations between A and B are not always obvious, but what if you could discover, prove and show the return on those marketing investments (ROI, ROMI) that impacted growth? 

Human brain is not enough. You need help

As human beings we have a limited capacity to understand all the complex correlations that determine the impact of our marketing mix, but this is what analytics can do. You can either hire a team of data scientists to run these calculations, or alternatively you can use tested and tried automated marketing mix modelling with research-verified results. 

“Because The Black swan events and coincidental luck cannot be predicted, one could argue that math does not matter, but it does.”

Proof’s CRO StarChristopher Engman often talks about how the average human brain can only take 3 variables into consideration. In comparison, systematic automatized marketing mix modelling can compute multiple variables. As a result, you can make sense out of all that data. Seeing the big picture more clearly will  save you both time and money. 

In an increasingly competitive world, profit creation requires powerful analytics tools. For the health and longevity of a business, you don’t just need to win any deal – you need to win the best possible deals. For that you need analytics. Such tools are no longer exclusively for the customers of major business intelligence vendors. Now you, too, can quickly benefit by joining the proven “data-driven sales and marketing movement” that so many have preached about. 

Passion for Proof

Why is Proof analytics different? First of all, there is nothing new about analytics software. The world is full of generic big and small BI vendors. There are great in-tool analytics that help you see how that particular tool is working, and visualisation tools work well for processing a small amount of data. There are multi-touch attribution tools that are great at helping you optimize conversion. But if you want to see the financial facts of the holistic big picture then those won’t be of any quick help. To discover the relationship between your marketing spend and your company’s revenue, cash flow and profit, you need analytics software that can correlate multiple variables across time. 

You could even hire data scientists to write the algorithm for you and process the data on an on-going basis – and risk to  wait months for the results. Proof automates this so that you can get the information you need when you need it – to make informed decisions about how to optimise your marketing mix spend.

“Proof Analytics is a company made by Marketers to marketers. We are obsessed helping marketers to make sense of their data.”

During my time in academic circles, well-grounded research was a prerequisite. Mark Stouse co-founded Proof Analytics based on the challenges he faced during his own career to measure the impact of sales and marketing. From the problem of separated and siloed BI, to the question of how to assess the impact of branding and offline channels. Automated marketing mix modelling proves that marketing has a measurable effect. Away from the endless discussion whether marketing is just a cost.

Proving that great marketing  delivers great returns.

Time to improve your Return On Marketing Investments

I have been a Customer Advocacy Evangelist long before Oracle gave me the opportunity to take over EMEA Applications directorship over that domain. When Proof Analytics asked whether I would like to join to design their company in-depth to become a customer experience obsessed firm from scratch, it was my opportunity of a lifetime. To walk the talk and start to build the processes, people, technology & culture dedicated to empower our customers. 

As Global Vice President of Customer Advocacy, it will be my pleasure to help you reach measurable marketing success. We at Proof Analytics are on a mission to help you get the evidence you need to protect your investments and grow your margins.

Come and let us help you to improve your bottom line. If you ever wanted to get clarity on your marketing spend, now is the time. We offer you a helping hand. Isn’t that worth toasting to? à votre santé!

P.s Check out also latest Forbes article "The Marketing Proof Gap: What It Is And Why Marketers Should Care"

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