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Does Your Marketing Department Need A Data Scientist? And Other Data News

Steve Olenski
Master Principal Sales Architect

Today we present a new feature on the Modern Marketing Blog: The Friday Five. Each and every Friday we'll curate five relevant and recent articles on one specific topic and present them here for your viewing pleasure. The topics will include but not be limited to:

  • - Mobile marketing
  • - Social media marketing
  • - Cross-channel marketing
  • - Content marketing
  • - Marketing automation
  • - Data

Be sure to check back in every Friday because no matter how hard you try, you cannot possibly read or know about every article that's on the Internet. So allow us to do the curating for you. 

This Week's Friday Five: Data 

Why Every Marketing Department Needs A Data Scientist

Back in the “old days” (not so very long ago), if a junior marketer had a question, he or she would seek out the most senior member on the team — the person with the most experience who always had the best answers to the questions or knew where to get them. Their answers were backed up by their experience, which was a very different kind of data from what we see today.

Back then, agency experience translated into data points in a different context — not of metrics derived from ad servers or social media platforms or aggregation formulas, but the knowledge that accumulated over years in the business.

Click here to read the full article on Marketing Land. 

Survey: Data-Driven Content Marketing Drives Five Times More Marketing-Attributed Revenue

Data-driven content marketing strategies generate nearly five times more marketing-attributed revenue than standard content marketing tactics. This is one of the key findings of a new Aberdeen Group report titled, The Future of Content Marketing: The Age of Content Science.

What sets best-in-class performers apart is their ability to personalize content using behavioral and firmographic data, according to the report.

Click here to read the full article on demangenreport.com.

Use mobile data to drive effectiveness of offline marketing

A Dstillery executive at the Mobile Shopping Summit 2015 underscored the growing opportunities for leveraging mobile user data to make offline marketing more precise.  

During the session, Finding Your Hard To Reach Audience Through Proven Data Science, the executive said that savvy marketers are moving away thinking in terms of demographic buckets when crafting marketing programs. Armed with mobile user data, these marketers are able to create more specific audiences that can enhance their out-of-home and direct mail marketing. 

Click here to read the full article on mobilemarketer.com.

7 Ways to Make the Most of Your Marketing Data 

Facing a flood of consumer data from multiple channels and sources, how can companies make smart decisions about targeted marketing?

It’s not easy, but a panel of top marketing executives offered insights at a session, “What Technology Can Do for Your Marketing and Analytics Insights” at &THEN 2015 in Boston. The standing room only panel was led by marketing leaders from GE, AOL and eBay, who passed on the following key lessons to those in attendance.

Click here to read the full article on thedma.org.

Twitter Boasts of What It Can Do with Your Data

Social networks have two faces. One trumpets a heartwarming message about making the world a better place by connecting people. The other has a gimlet-eyed focus on extracting value from the data of those people. Today Twitter flaunted its mercenary side.

The social network is under fire from investors worried that not enough people use its service to support a large business—each month over one billion more people use rival Facebook than use Twitter. At an event for software developers in San Francisco, recently returned CEO Jack Dorsey introduced several new initiatives aimed at making money from data on Twitter users and their activity. Partners such as Target and Hilton chipped in with endorsements of the value of information juiced from people who use the social network.

Click here to read the full article on technologyreview.com.


The fact of the matter is that no matter what state your marketing data is in, there's always room for improvement and empowerment. It's why we created the Modern Marketing Essentials Guide to Data Management

Download it today and see for yourself how a solid plan for how you take in, process, handle, and apply data can bring about amazing results.

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