Connections

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A Data-Centric Approach
to Marketing

Digital marketing is trending toward rapid change over the next two years.

Consumer expectations continue to rise. Today’s always on, always connected consumers demand engaging, relevant and seamless communications from organizations. At the same time, they expect those communications to be immediate and personalized, regardless of the channel and device being used.

Digital marketers, meanwhile, are facing an increasingly tough job, usually with limited resources, as they seek to deliver a personal experience on a one-to-one level for each individual. This requires not only the ability to continuously piece together a 360-degree view of how a single customer interacts across all touchpoints, but also to interpret those interactions, create new insights and take appropriate actions—all in real time.

Are organizations ready to meet these challenges? Are they taking advantage of newer techniques such as omni-channel and data-driven marketing to meet growing consumer demands?

Facing Reality

A recent survey, “Digital Marketing Insights Report 2014,” looks at how digital marketers in the U.K., France and Germany are using data and analytics to overcome obstacles and meet their goals. The findings of the survey demonstrate that market­ing departments are struggling to contend with the volume of trends and platforms that demand their attention. A large portion also acknowledged that their stretched resources are the main barrier to better data management, ana­lytics and personalization. As a result, the vast majority of respondents say they give precedence to channels such as social media and mobile over tackling big, diverse data, although much of what they are doing is, in reality, related to big, diverse data.

Overall, the results reflect an industry that acknowledges the importance of a data-centric approach to marketing, especially the benefits that a holistic view of customer data can offer. There is a strong recognition of the need for a single customer view, the importance of analytics in the digital marketing toolkit and the value of data-powered personalization to businesses. 

Katharine Hulls is the vice president of marketing for Celebrus Technologies.

Ruth Gordon is the director of digital marketing, international, for Teradata.

Data-Centric Marketing Infographic

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