Any conversation about the value of MarTech must consider the bottom line of both marketing and technology: profit.
Algorithms are not only changing the role of data, they’re also changing the lives of the analysts who work with that data.
It is very dangerous to forget about legacy data processing rules that may impact future marketing campaign performance.
Your customer experience strategy has most likely become the driving force for marketing success.
Analysts are aware of the storytelling data can share about the data integrity. There are also stories that lurk inside the data.
Overlapping data is all around us. Consumers are leaving breadcrumbs of data all over their shopping trails with each purchasing
I believe marketing has become the most technology-dependent function in business since 2014. And if marketing is now so dependent on
Over the past 20 years, analysts have taken advantage of the power of transactional data. The values can be analyzed and reported in
Customer transactions and marketing data are giving way to a new universe of data around 1) human behavior and 2) a convergence
Choosing a data platform for working in the cloud is like dating. How do I choose one to get to know better? Where should we meet?
The current buzz in the marketing world encompasses how to integrate all of the media channels that exist today. The age-old “offline”
Data can be leveraged to drive profits for business in two ways. Generally Accepted Accounting Principles (GAAP) are the recognized
The role of data within customer acquisition involves capturing and maintaining a record of the person or business that made a purchase. The basic information includes 1) who made the purchase, 2) when that purchase occurred, 3) what media channel the order was placed through and 4) the value of the purchase. Beyond the basics, there is a wealth of intelligence that can add value to customer acquisition programs. Above all, this record needs to be easily accessible for analysis in a query environment.
For many marketers reading this column, data is fun! We love the challenge of figuring out how to find and use data to solve problems and drive all kinds of marketing initiatives. However, we also operate in a business environment and have to ultimately answer the question of value. How do we create true value using our expertise and experience?
In Data Driven this year, we have explored opportunities unfolding in real time within the world of data-driven marketing. Data and design are not often part of the same conversation—but in a truly holistic campaign, they should be. Data can inform design in significant ways.