Teradata Magazine Online

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Take 5

^{5 Tips for Working Your Data Harder}

Digital marketing researcher InsightExpress drives its data to measure advertising and brand communications.

1. Push for more information.

Use analytics to uncover data that has been unavailable until now. This opens the scope on the market, customers and industry—and provides a competitive edge.

2. Focus on the details.

Jim Carbone

Title: Vice President, IT
Company: InsightExpress, LLC
Background: With more than 14 years of IT experience, including six years of IT management, Carbone helped implement an analytical platform last year for InsightExpress, a leading provider of digital marketing research solutions that specializes in measuring advertisements and brand communications. His responsibilities include enterprise systems integration and support, data security and storage, and virtualization.

With the availability of information as specific as Web clicks, analytics can be more precise than ever before. By looking at more data from more sources and taking it down to a granular level, a broader and deeper picture of customer behavior will emerge.

3. Track individual results.

Today, analytics provides a level of detail and history that is truly amazing. Such information facilitates easy tracking of individuals, which enables mining for insight about campaign effectiveness—even on a customer-by-customer basis.

4. Plan ahead.

Realize and utilize the value of your data, especially information gener­ated from new sources. Take advantage of trending analysis across years of data to plan your business model to achieve the greatest return on investment (ROI).

5. Build stronger business partnerships.

Collaborate with your business partners to map the data from both of your companies. You’ll learn amazing new nuggets about those partners and their businesses that can enable you to improve your relationship, new opportunities and, ultimately, your bottom line.