Category: Marketing Analytics

Making Marketing Data-Driven? How to Deal with the Emotional Side

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Over the past twelve months, we have seen seismic changes in the political and business landscape. The votes for Brexit in the UK and for Donald Trump in the US have been used as proof that we are entering a “post-truth” economy, where expertise is devalued compared to feelings and intuition.

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3 Steps for Designing Marketing Analytics Dashboards to Drive Better Decisions

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Marketing analytics is a developing discipline that has real potential to affect how companies perform over time. Technology and market research firm Forrester Research predicts that companies will increase their investments in data and analytic technologies during 2016 to gain better insights and improve decision making. However, only 29% of enterprise architects surveyed as part of this research thought that their companies currently did a good job utilizing their data.

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Wake Up and Smell the Coffee: IoT Data Creates New Opportunities for Marketers

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As I blogged about earlier this week, today’s “networked BI” platforms make it easier than ever to integrate data generated by the Internet of Things (IoT) into enterprise environments. Advanced 2-tier BI platforms plug into centrally managed data sources – data warehouses, data lakes, business applications, and big data – and seamlessly unify them with data generated by decentralized teams throughout the organization. Repositories collecting data from IoT devices are just another data source, although the fact that they are generally unstructured creates additional challenges in making these data sources analytic ready. After the data is refined and business rules are added, the combined data is ready to be used.

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Oh! The Places You’ll Go –– When You’re a Data-driven CMO

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I’m normally not much of a Dr. Seuss guy. Frank Underwood, sometimes. I even have my Al Swearengen moments. But when I recently read that a new Dr. Seuss book had been discovered 24 years after his death, it reminded me: in the Golden Age of Data, CMOs are on a career journey that is epic. Fantastical. Even a little Seussical. Let me explain.

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Why the CMO Just Might Be Your Next CEO

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What’s the most important thing for a CEO to know? It’s not what Jack Welch told you.Today, with customer experience the defining element of corporate failure or success, the most important domain for a CEO to master is knowing your customer.

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How To Apply Big Data To Deliver Big Business Value

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Metrics and big data will propel today’s marketing leaders toward success. While the notion of the metrics-driven CMO is well-understood, marketers still struggle with how to apply big data to deliver big business value. To do so successfully, they must expand their point of view beyond marketing activities and center campaigns around their customers and their buying processes.

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