One big part of the problem is whether that team (if they exist at all, and that's a big IF) works for the marketing department and whether they have an inherent conflict of interest.
In my experience as a data scientist working along-side some marketing people, most of the performance measuring, if it was ever done, was total psuedo-science. It was almost universally done either by people aligned with the actual marketing or who actually worked on said marketing effort.
Not only is there the universal mantra of "Don't ever come to a finding which says that your team and effort fails to contribute value to the company", but lets say that you actually are a data scientist and you really are independent and you come to a conclusion that your multi-million dollar marketing campaign is doing sweet f all.
This will generally be despite 6 months of presentations from the marketing team about how great it was, and probably several bonuses/pay reviews.
And now you're not only fighting a civil war in your company, you're doing it against multiple people with millions of dollars in budget, who have been proclaiming their success, and who's entire career has been based upon appealing to peoples guts to give them high paying jobs and big budgets.
Good luck with that fight...
Rule 37 of professional analytics in big companies: be VERY careful before turning your analytical eye inwards into your own companies' hierarchy/practices...
I think we're reaching that crux point now - it's always been a black box of advertising online, but now teams are taking some knowledge in-house, there's increasing accountability, and thus cutting of budgets as they're clocking onto ROI (which a lot of channels can't show).
In my experience as a data scientist working along-side some marketing people, most of the performance measuring, if it was ever done, was total psuedo-science. It was almost universally done either by people aligned with the actual marketing or who actually worked on said marketing effort.
Not only is there the universal mantra of "Don't ever come to a finding which says that your team and effort fails to contribute value to the company", but lets say that you actually are a data scientist and you really are independent and you come to a conclusion that your multi-million dollar marketing campaign is doing sweet f all.
This will generally be despite 6 months of presentations from the marketing team about how great it was, and probably several bonuses/pay reviews.
And now you're not only fighting a civil war in your company, you're doing it against multiple people with millions of dollars in budget, who have been proclaiming their success, and who's entire career has been based upon appealing to peoples guts to give them high paying jobs and big budgets.
Good luck with that fight...
Rule 37 of professional analytics in big companies: be VERY careful before turning your analytical eye inwards into your own companies' hierarchy/practices...