“I can’t wait for planning season to start!” said no marketer ever. Let’s be real, for marketers, planning season can be a grind. It often involves long...
“I can’t wait for planning season to start!” said no marketer ever. Let’s be real, for marketers, planning season can be a grind. It often involves long meetings, bloated documents, and endless debates to (try and) scramble together a plan for the year. Then once this masterful plan is completed, it’s promptly put in a PowerPoint or spreadsheet and saved to a share drive never to be opened again. In a perfect world, a marketing team would refer to their plan monthly to stay...
“I can’t wait for planning season to start!” said no marketer ever. Let’s be real, for marketers, planning season can be a grind. It often involves long meetings, bloated documents, and...
Although dark data sounds ominous or potentially illegal, it’s neither. However, dark data is something you need to be aware of and be prepared to address it....
Although dark data sounds ominous or potentially illegal, it’s neither. However, dark data is something you need to be aware of and be prepared to address it. Data is being created at an exponential rate due, in large measure to what is being labeled as dark data, which is defined as unstructured and untagged data that has not been processed or analyzed. Basically, it’s available data that no one has done anything with to reap value from it. This data can come from any...
Although dark data sounds ominous or potentially illegal, it’s neither. However, dark data is something you need to be aware of and be prepared to address it. Data is being created at an exponential...
The path to better marketing performance is a lot like to taking a wild patch of land and transforming it into a manicured garden lawn. Like a garden, you can’t...
The path to better marketing performance is a lot like to taking a wild patch of land and transforming it into a manicured garden lawn. Like a garden, you can’t grow your marketing performance overnight but you can begin to make an impact this quarter taking one step at a time. For mature organizations, you might feel like you’re standing on the edge of the Amazon trying to simply gain visibility into growth, let alone accelerate it towards your corporate objectives. For...
The path to better marketing performance is a lot like to taking a wild patch of land and transforming it into a manicured garden lawn. Like a garden, you can’t grow your marketing...
Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is...
Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is no surprise that when we asked global marketing experts about marketing in 2017, many of them came back with predictions about data-driven marketing. And whether that is specifically related to connecting the right data across disparate tools, collecting the right data, focusing on the right data, or even just paying...
Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is no surprise that when we asked...
The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we...
The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we don’t use data standards. Standards make data uniform. They drive information into a database and record it there in a consistent, predictable, and homogenous way. This common format enables “collaborative research, large-scale analytics, and sharing of sophisticated tools and methodologies” (OHDSI). With more consistent...
The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we don’t use data standards. Standards make...
Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but... you get the point. Over seven million. That's how many hits I got...
Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but... you get the point. Over seven million. That's how many hits I got back when I Googled the term "data driven marketing." Quite frankly I am surprised it was not higher given the amount of "talk on the street" there is about it. It's not necessarily a new phrase per se as back in 2015, Adweek described it as "... once a novel type of marketing, has evolved to become an integral...
Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but... you get the point. Over seven million. That's how many hits I got back when I Googled the term "data...
Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools...
Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the point of not knowing what to do with all the insights. With such a high volume of data available, it comes as no surprise that the information it holds will change how we approach marketing in 2017 and beyond. Here are some of the ways I see data changing my approach to...
Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the...
“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word...
“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word ‘data’? These days when marketers use the term, it’s often assumed they’re referring to numbers. In business, numbers are powerful, ever-present, and eye-popping. They help turn complex stories about revenue and customers into things that are easy to digest, like dollar figures, delta percentages, and conversion...
“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word ‘data’? These days when marketers use...
The data revolution is both a blessing and a challenge for the Modern Marketer. On the one hand, we now have access to more information about our prospects and...
The data revolution is both a blessing and a challenge for the Modern Marketer. On the one hand, we now have access to more information about our prospects and customers than ever before. On the other, we are confronted with huge volumes of data that have to be properly collated, attributed, and analysed if we are to extract any marketing value. The end of the linear customer journey One of the many reasons for this explosion in data is that customers and prospects are now...
The data revolution is both a blessing and a challenge for the Modern Marketer. On the one hand, we now have access to more information about our prospects and customers than ever before. On the...
