‘Everything is converging’: Motorway on the overlap between marketers and data specialists
Despite working together for less than a year, Motorway’s CMO Naomi Walkland and director of analytics Elly Evans have moved at pace to bring the functions closer together.
It is telling that one of the first people Naomi Walkland wanted to meet upon taking on the CMO role at scale-up online marketplace Motorway was the analytics lead.
Gone are the days when marketing was solely focused on the top of the funnel and had little interest in going further down it. Now, with the proliferation of platforms like Meta, direct response has become a vehicle to show value and demonstrate how you’re moving the business forward. Analytics is key to that.
“Analytics has become such a driving force for marketing,” says Walkland. “It’s important as marketers we show how we are creating value and demand for the business – and we cannot do that without a strong analytics function.”
