The hub-and-spoke method is used to ensure the core silos (hub) can communicate effectively with all departments (spoke). Multiple departments are essential for marketing campaigns because they help marketers align with business objectives.

Digital analytics is becoming more integrated into digital marketing over time. Business intelligence teams are essential for the success of all departments within a business.

Marketers are required to adjust their strategies based on data-driven insights from the business intelligence team. Regardless of whether a marketer is more creative or analytical, analytics will have a significant impact on their careers.

The Hub-and-Spoke Method

The hub of a business is the department that is responsible for handling core products. Every business has a different core purpose, so a hub will strongly depend on operations. A marketing agency’s hub will be different than another business that specializes in IT. A spoke of a company is a silos that supports the core department within a business.

Businesses often make the mistake of burning money to improve teamwork and communication. However, the hub-and-spoke method can help all departments become more efficient. “It means you need to organise your people to be able to effectively share information, work together and all pull in the same direction. That’s different to buying a new business intelligence system” (Jackson, 2016). Businesses that implement the hub-and-spoke method can ensure the necessary information is passed down, helping all departments understand business objectives.

The hub-and-spoke method also allocates resources to ensure the core department has what they need to succeed.

Digital Analytics Within the Hub

Digital analytics is essential for the hub to succeed in a data-driven landscape. Data analytics helps the hub understand how close they are to achieving its objectives. Data analytics is being implemented within all industries. According to Coherent Solutions (2026), “The technology is experiencing exponential growth as advanced analytics expands cloud architectures and offers innovative operational design patterns”. Businesses are implementing analytics to remain competitive.

If you think that data analytics doesn’t affect you, have a lower-tech career, think again. Non-technical roles are being impacted by data analytics. According to Rowan University (2025), “Even jobs that don’t sound “technical” are now powered by data. Data is everywhere, and so are the opportunities to use it”. Every job is influenced by data-driven insights, so it’s important for all hubs to be data-literate.

Marketers Working with Multiple Departments

Marketers often need to work with multiple departments to create successful campaigns. Internal stakeholders have critical information the marketing department needs before planning campaigns. Marketing campaigns need to align with the goals of other departments (finance, IT, etc).

Marketing campaigns need to align with the objectives of all departments so that a business is successful. Let’s say the marketing department makes a digital ad that maximizes CPC to increase conversion rates. The marketing department could post the ad without communicating with other departments, but it might not be a good idea. All departments directly influence the success of a marketing campaign.

The finance department evaluates a company’s financial health and whether a product or service is profitable. Additionally, the legal department is responsible for determining the legal risks before an ad is published. The marketing department also needs to ensure that its ads are consistent with the brand. This is why marketers need to communicate with the Hub.

Marketers need to work with multiple departments, so they can align marketing campaigns more closely with business objectives. Every department has crucial information marketers need to be successful.

References

Coherent Solutions (2026). The Future and Current Trends in Data Analytics Across Industries. https://www.coherentsolutions.com/insights/the-future-and-current-trends-in-data-analytics-across-industries

Jackson, Steve (2016). Cult of Analytics (Second Edition). Routledge Taylor & Francis Group. https://bookshelf.vitalsource.com/#/books/9781317561880

Rowan University (2025). Why Data Analytics Matters in Every Career (and Every Industry). https://rowanblog.com/2025/09/why-data-analytics-matters-in-every-career-and-every-industry/