Marcel Duy, Product Director, Digital Business Planning at IKEA
After you set your marketing goals, it’s time to set a KPI framework and track those goals. However, there are hundreds of KPIs out there that support tracking. In this episode of Marketing Ops now, Ralf Strauss and Frans Riemersma talk about which ones to pick and, more importantly, how to implement a tracking process. Using real-life examples, they describe how companies solved the riddle of linking marketing performance to strategy.
Frans Riemersma has over two decades of experience under his belt, from consulting, to research, to marketing. Marketing technology is Frans’ playground. For over decade he has been designing marketing technology stacks for companies like HP, Adidas, Audi, Basf, Unilever, Philips, AbnAmro, IKEA, Standard Bank, Carlsberg, Volvo, HP and MediaSaturn.
Dr. Ralf Strauss is managing partner of various companies, as well as president of marketing associations and communities. Previously, he was the senior vice president at Volkswagen for the digital transformation across marketing and sales. Prior to that, he had various roles within SAP. He is also the author of more than 60 publications in these subject areas and publishes the yearly "Marketing Tech Monitor."