Modern Marketing Blog

Why Marketers Need to Make Marketing Data a Priority

March 18, 2016 By: Steve Olenski

It's Friday Five time kids. Today's topic: Data. 

3 Reasons You Should Make Marketing Data a Priority For Your Business

Marketing data lies at the heart of your business and, therefore, it’s vital that you effectively nurture it. Data is not a static entity – it evolves and changes – and so it’s a mistake not to keep your eye firmly on the ball. Consider some of these questions. Is your marketing data correct and up-to-date? Is it segmented? Are you using your current data to inform your marketing campaigns? What insights does it provide.

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A data revolution is coming, says Unilever's insights chief

A revolution is coming in the way brands and organisations gather customer insights. That’s the view of Stan Sthanunathan, senior vice president, consumer & market insights at Unilever. Speaking at the Market Research Society’s Impact 2016 event, Sthanunathan said: "The pace of change has never been slow but it’s only going to accelerate exponentially." He said brands can spend too much time researching consumer groups when they need to act fast.

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Wearable Data Gives Marketers That Real-Time Connection With Consumers

Biometrics and imagination will transform into utilities that give brands the ability to collect wearable data from the human body for smarter ad targeting. The hardware will fall away and the data stored in the cloud will become the key for marketers that want to stay with consumers through their daily activities.

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Six tips to transform data into leads

The promise of 'lights out' marketing campaigns effortlessly creating a constant flow of ready-to-buy prospects is immensely appealing, but unfortunately, the majority of projects don't live up to the promise - in fact the 2015 Marketing Automation Benchmarking Report highlighted that a shocking 26 percent of projects delivered little or no benefit for their companies. Furthermore, even among companies who adopted marketing automation for more than two years only 40 percent are seeing increased revenues. Ouch. 

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Big Data as a Complement for Creative Campaigns

To achieve high return on investment and more efficient and effective decision making, top marketers are leveraging big data insights within their campaigns. Business goals from customer acquisition to brand building can be enhanced with insight gleaned from analysis of data collected from various sources. 

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The fact is no matter what state your marketing data is in, there's always room for improvement and empowerment. Download the Modern Marketing Essentials Guide to Data Management to learn more. 

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