2021 Marketing Operations Report - MOPS Increases the Impact of Marketing | Sojourn Solutions

Getac, a multinational B2B technology company, has adopted a 1st-party cookie strategy in order to improve its ad targeting. This move has resulted in a 55% increase in data targeting efficiency.

In this post from Sojourn's Kristin Connell, she calls out six recommendations that will have an immediate impact on your marketing data quality and data maturity.

“Data & Insight maturity” can be defined as an ongoing journey towards improving and increasing a Marketing organization’s capabilities in leveraging data and insight.

The essential role and “fit” of Data & Insight into the Marketing Operations triangle of people, processes, and technology is anchored in use cases, which are prioritized based on business needs.

Marketing Operations goes far beyond the Marketing Automation Platform, so it needs to have an effective way to manage all marketing projects. That's where holistic project management comes into play.

UK telecommunications company O2 is a great example of how improved operational processes can not only drive efficiency but also enable a marketing operations team to free up valuable time to do more.

What actionable steps can Marketing Operations take to emulate the success of high-performing orgs? In this post, we discuss seven items areas around Operational Process that can lead to improvement.

At its most basic level, process maturity means getting smarter about the day-to-day elements of all of your operational processes. In this post, we explore how you can grow your process maturity.

Operational Processes are one of the three enablers that drive the core functions Marketing Operations focuses on: lead to revenue management, data and insights, and measuring results.

Sojourn Solutions's web developer Karolina Luszcz offers a great exploration of why web page load times matter so much, and provides easy-to-deploy tools and tips to shorten load times and bounces.

Data comes into Oracle Eloqua via various sources, fueling campaigns and more, but not all sources of data are of equal quality. This post dives into Data Import Priority management in Oracle Eloqua.

At a recent Oracle Eloqua User Group meeting hosted by Sojourn's Karin Pindle, Oracle Principal Product Manager Scott Lang walked through the highlights of the Eloqua 22A release from February.

As with managing martech, data governance blends people, processes, and technology. And like martech, the people and the process side of the equation are far bigger factors than the technology side.

Measurement is essential for improving marketing performance, proving marketing’s value, and growing its credibility within the C-suite/senior leadership team.

Zero party data, a term first coined by Forrester Research a few years back, comes directly and consensually from your customers in response to your asking them what they want from you.

Many Eloqua updates are coming with their 22A release starting in February (2022), especially as it relates to Google’s Chrome 85 browser.

Data governance defines the rules of the road for data, making it clear who can take what action, upon what data, in what situations, using what methods.

No martech stack is ever “set and forget,” but must instead be continually maintained and updated to keep pace with strategic needs and new possibilities. Your people need to adapt too.

Driving the adoption, use, and optimization of martech is important, says Kristin Connell, “because only martech that is successfully leveraged will make a measurable impact to marketing outcomes."