Tag: Marketing Analytics

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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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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Data-Driven Marketers: 5 Trends to Keep Top of Mind

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As the growing emergence of data analytics and multiplying channels transform marketing, there is an increasing opportunity to develop more creative, strategic and effective data-driven marketing strategies. But as new trends emerge, marketing teams will be challenged to decipher which ones they should chase and which ones they should watch with caution. For modern marketers looking to formulate forward-thinking strategies, here are the top five marketing trends you should keep tabs on over the coming months.

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