Jeff Rajeck says, “To many, marketing now is all about data. In our 2016 Quarterly Digital Intelligence Briefing, more than half (53%) of marketers surveyed said ‘data-driven marketing’ was their top priority this year. Nine out of ten put it in their first three, more than any other topic. But what are marketers actually doing with their data? What tips can professionals give for those who may be just starting out with data-driven marketing? To find out, Econsultancy recently held roundtable discussions at our fifth annual Digital Cream Sydney”. Seven ways to supercharge... [...]

Sean Zinsmeister says, “As big data increasingly becomes more accessible, marketers are looking for ways to make it more scalable and actionable in order to better target prospects in various stages of the buyer journey. Intent data is synonymous with this topic, but it understandably causes a great deal of perplexity for many marketers. It can be difficult to sift through all the terminology: It’s variously referred to as activity, behavioral, internal intent data, or external intent data. Pairing intent data with other customer signals — like those housed within a company’s marketing... [...]

Ayaz Nanji says, “Businesses are increasingly incorporating data into their marketing efforts in order to create more personalized customer experiences and better measure ROI, according to a recent report from Ascend2. The report was based on data from a survey of 234 marketing, sales, and business professionals from around the world. Some 60% respondents say creating more personalized customer experiences is an important objective of using data as part of their marketing efforts; 51% say measuring data-driven ROI is a top goal“. Data-Driven Marketing: Top Objectives and Challenges MarketingProfs  [...]

Martin Gilliard says, “The role of technology in marketing is dramatically changing. It began with interdependent tools that solved one issue. Now we’re seeing a fundamental shift in investment to software that helps companies illustrate, measure and quantify the overall impact of marketing expenditures on their business. The shift in investment is due to the eventual reality of an all-digitally connected world. Before the end of the decade, all purchased media is predicted to be programmatic. Digital advertising is not a trend or fad. It is an upgrade to current marketing strategies. As... [...]

Baer says, “Is big data the reason that runs per game are at decades-long lows in baseball? And why your marketing strategy is failing? Like Brad Pitt’s character in Moneyball, programmatic media professionals create rich data sets to drive decision-making. Marketers use these data sets to ensure they reach the right people at the right time and the right price. Sounds like marketing nirvana, right? However, this laser focus on data comes at a cost. With marketers’ newfound focus on mastering data-driven insights to drive results, creativity no longer drives the message. Because senior... [...]

Allison Banko says, ““Data” is a buzzword that’s long been fluttering around the business environment. Marketers are now tapping into metrics themselves, using qualitative and quantitative data to inform both campaigns and decisions. Dun & Bradstreet is a prime example of one company that’s leaning into analytics. While this B2B’s marketing department once relied on unfounded redesigns and convoluted priorities, it has now built a powerful infrastructure to support data-driven decision-making. Discover the three key components it took to achieve a culture... [...]

The latest post on ‘Experian Marketing Forward’ Blog is titled “Data-driven marketing requires data quality”. Erin Haselkorn says, “In 2014, more marketers will look to take advantage of data-driven initiatives. These include cross-channel marketing, consumer intelligence, loyalty campaigns or targeted marketing efforts. All of these areas require data in order to drive success. That might be why 93 percent of companies believe data is essential to their marketing success. We see many companies looking to maximize their first party data, but also enrich their database with third... [...]