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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

How Data is Driving Marketing and Other Data News

Steve Olenski
Master Principal Sales Architect

If it's Friday it must be time for The Friday Five, our weekly curated content roundup of five articles. This week's Friday five topic: Data. 

How Is Data Driving Marketing?

Most US ad and marketing professionals are using data-driven marketing, according to July 2015 research, especially to maintain databases about their customers and targets.

In a survey from the Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, 92.3% of respondents said they maintain databases to host information on customers or prospects, at least to some extent. 

Read the full story on eMarketer

The Pressure’s On: Data’s Impact On Brand Partnerships In 2016

The use of data is becoming more and more sophisticated, and third-party companies no longer have a data monopoly. More data is now held by brands and retailers, resulting in their ability to merge customer data with prospecting data so that they can reach people with more personal marketing at scale.

This blend of data marks an important phase for the marketing community, one that will make significant waves across the industry in 2016. It will force brand partners to either break up or shake things up with their agency and technology platforms. Here’s a look at what we can expect to see in the coming year.

Read the full story on Marketing Land.

How to Utilize Real-Time Data in Your Marketing Efforts

Marketing in the twenty-tens has been dominated by data, and I predict that the second half of this period will see the focus on data increase further still—and rightfully so. From big data to real-time data and everything in-between, marketers have more insight into data-led decision making than ever before.

The challenge that marketing teams now face is how to make maximum (or in some cases, any) use of the wealth of new data available to them, and how they can use real-time data to improve performance now!

Read the full story on Search Engine Journal.

Data privacy: the clock is ticking for U.S. marketers

How can marketers walk the fine line between utilizing consumer data for targeting and personalization purposes and respecting customer privacy?

Annual forecasts for the year ahead are nearly as ubiquitous as New Year’s resolutions – but I won’t burden you with my “Top 10” list. My focus here is one critical trend that will seize the attention of digital marketers in 2016 – the issue of data privacy and how marketers can navigate a delicate balance between protecting and leveraging consumer data.

Read the full story on Click Z

Consumers will share personal data for the right rewards—sometimes

They’re OK with sharing personal information, but will weigh each situation’s risks against the return, a new Pew Research Center report says.

Suppose your high school class reunion committee is using a social media platform to streamline communication among classmates, but requires you to complete a profile using your name and photo. Your activity on the site would be used by the provider to deliver ads it deems appealing to you based on the profile. Is that an acceptable trade-off?

Read the full story on Internet Retailer

The bottom line is data is the lifeblood of any marketing campaign. Download the Modern Marketing Essentials Guide to Data Management and see for yourself that without the right data—at the right time—as well as the most effective strategies in place to manage our data sources, our communications and offers are dead on arrival.

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