Five Steps to Achieving Data-Driven Marketing
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Marketing, Celebrus Technologies Limited and Christy Uher Ferguson, Director, Applications Communications Strategy, Teradata Inc.” image=”http://%%img_server%%/images/bin/image/small/FINAL_KatharineHulls_VP_Marketing_Celebrus_Technologies_400.jpg” url=”” />
Today, fewer than 10% of companies use their data in a systematic, strategic way. But that will change: 71% of marketers plan to implement a big data analytics solution in the next two years. As web analytics matures into digital analytics and the well-trusted techniques of database marketing are increasingly embraced by digital marketing, marketers are now able to exploit detailed data to gain individual customer understanding and drive better, more relevant customer interactions.
However, the question remains: how will marketers make a successful transition towards true data-driven marketing? The challenge is not only the volume of data and diversity of data sources. Marketers need to introduce the right tools, processes and skill-sets to harness that customer data, rapidly analyze it for new insights, and then use that information to deliver personally tailored marketing.
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