Executive Summary
At a Glance
Marketing analytics has (thankfully) forever changed. Gone are the days of reporting metrics in celebratory dashboards. Marketing is in search of answers—answers that directly address marketing’s mandate to drive and deliver growth. This shift is at the center of the challenge set for the marketing, marketing operations, and marketing analytics teams at Land O’Lakes: centralizing critical data to intentionally improve marketing and business output and outcomes. This case study examines the core steps and accomplishments of the Land O’Lakes analytics team and their utilization of Salesforce Datorama—steps that not only met business goals but that, in the end, shifted organizational mindsets about marketing, data, analytics, and the meaning of impact.