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Advanced/ Condensed...
The Adobe study, “Digital Roadblock: Marketers Struggle to Reinvent Themselves,” found that 76 percent of marketers said they need to embrace data to succeed, but only 39 percent said they are actually using consumer data and behavior information to inform their marketing strategies. Part of the issue is revamping the marketing team so it is more open to data and more capable of analyzing it. The study found that 38 percent of marketers have prioritized hiring digital analysts. The Salesforce.com study, “Bridging the Digital Divide: How CMOs Can Rise to Meet Five Expanding Expectations,” reached a similar conclusion, with 52 percent of its respondents expressing a greater need for “personnel with data and analytics expertise.” That’s because 61 percent of marketers said their top internal priority was increased “data acquisition.” The survey found that marketers craved data to optimize their programs, to drive demand, and to personalize customer and prospect experiences. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Advanced/ Condensed...
The Adobe study, “Digital Roadblock: Marketers Struggle to Reinvent Themselves,” found that 76 percent of marketers said they need to embrace data to succeed, but only 39 percent said they are actually using consumer data and behavior information to inform their marketing strategies. Part of the issue is revamping the marketing team so it is more open to data and more capable of analyzing it. The study found that 38 percent of marketers have prioritized hiring digital analysts. The Salesforce.com study, “Bridging the Digital Divide: How CMOs Can Rise to Meet Five Expanding Expectations,” reached a similar conclusion, with 52 percent of its respondents expressing a greater need for “personnel with data and analytics expertise.” That’s because 61 percent of marketers said their top internal priority was increased “data acquisition.” The survey found that marketers craved data to optimize their programs, to drive demand, and to personalize customer and prospect experiences. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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View our infographic to understand how data is the oil that keeps the cogs of the business turning!
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Intermediate/ Digest...
A few tips to help brands: - Use data to personalize the entire brand experience. Leverage customer data for more than just advertising. Allow customers to create personalized defaults to shape their ongoing interactions with you. Customize your website — content, UI, microsites — for different consumers. By allowing consumers to customize their own experience, they become partners in the personalization, rather than passive recipients.
- With Big Data comes big responsibility. Just because you have information, doesn’t mean you have to use it. Know your boundaries and use common sense. With prospects, don’t become overly familiar, or you’re just a stalker. Marketers need to use their own empathy and judgment. Remember your human side when you’re at the wheel of the big-data machine.
- Help data work for customers, not against them. Think about new ways to use data — to serve customers, rather than yourself. Show them how their behavior compares to others, or provide tools for tracking, analyzing, and even exporting their transaction history. Be transparent and let consumers have some control over their data, and they might just share even more.
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Intermediate/ Digest...
A few tips to help brands: - Use data to personalize the entire brand experience. Leverage customer data for more than just advertising. Allow customers to create personalized defaults to shape their ongoing interactions with you. Customize your website — content, UI, microsites — for different consumers. By allowing consumers to customize their own experience, they become partners in the personalization, rather than passive recipients.
- With Big Data comes big responsibility. Just because you have information, doesn’t mean you have to use it. Know your boundaries and use common sense. With prospects, don’t become overly familiar, or you’re just a stalker. Marketers need to use their own empathy and judgment. Remember your human side when you’re at the wheel of the big-data machine.
- Help data work for customers, not against them. Think about new ways to use data — to serve customers, rather than yourself. Show them how their behavior compares to others, or provide tools for tracking, analyzing, and even exporting their transaction history. Be transparent and let consumers have some control over their data, and they might just share even more.
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Advanced/ Digest...
Here are three reasons why you, as a marketer, want to have a high data IQ. 1. Data gives you creative freedom When I have data, I can say yes because I can watch the idea's success (or failure) in real time. Things aren't working out? Pull the plug. Is the idea working better than anticipated? Put more resources against it, or mirror that campaign for other targets and continue testing. 2. You can create better marketing plans When you have data behind every strategy you use, the job of creating a marketing plan is no longer mired in "what works and what doesn't" but becomes "what works and what works better." 3. You can drive your own compensation With every step up the corporate ladder, my compensation has become increasingly tied to marketing spend ROI. And I'm not the only one. Whether part of a compensation package or the meat of a bonus structure, ROI is counting in more marketers' compensation plans today. When you have control over your data, you have control over everything. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Excerpt...
The vision for DDCM (data-driven content marketing) is simple to articulate: hyper-relevance to the consumer, from advertising through to experience. The complexity comes in its execution. Successful DDCM means that the content the organization is authoring and/or curating is both relevant and timely to its recipient. The relationship between brand and consumer then, is iterative and evolutionary. Smart ad tech and data analytics must be in place to track customer interactions, learning incrementally more about every individual with every touch. Advertising too, learns from this growing body of data and uses it to re-invite consumers back into the experience at pivotal moments. Over time, and with enough observations, the entire DDCM framework can put predictive analytics to use to recommend content and assets across a brand’s owned media channels. This “recommendation engine” too is adaptive, and relies on machine learning technologies to continually refine itself. The end result is one-to-one consumer engagement, at scale. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Advanced/ Excerpt...
The vision for DDCM (data-driven content marketing) is simple to articulate: hyper-relevance to the consumer, from advertising through to experience. The complexity comes in its execution. Successful DDCM means that the content the organization is authoring and/or curating is both relevant and timely to its recipient. The relationship between brand and consumer then, is iterative and evolutionary. Smart ad tech and data analytics must be in place to track customer interactions, learning incrementally more about every individual with every touch. Advertising too, learns from this growing body of data and uses it to re-invite consumers back into the experience at pivotal moments. Over time, and with enough observations, the entire DDCM framework can put predictive analytics to use to recommend content and assets across a brand’s owned media channels. This “recommendation engine” too is adaptive, and relies on machine learning technologies to continually refine itself. The end result is one-to-one consumer engagement, at scale. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
Prediction #1: Beyond Dashboards [Marketers] will ask data specific questions for the insights to make time-sensitive business decisions. Why is this so important? Current-state reporting tells you what has already happened, but does not reveal what the marketer really needs: insights into why consumers make the buying decisions they do. Advances in analytics technology AND marketers' acceptance of it will deliver data not just on the "what," but also the "why," the "when" and the "what if" for true decision support. Prediction #2: Right-Time Marketing Right-time marketing will become more and more common as businesses are able to combine and make sense out of consumer breadcrumbs across all channels of engagement in a timely manner. This next-gen approach, however, will require access to real-time, granular multichannel data across all channels, which can then be analyzed in real time to reveal hidden relationships and shed new insights into critical business decisions. Prediction #3: Marketers as the New "Quants" As marketers begin to understand their data and begin to predict behavior, they will be more like the "quants" on Wall Street with automated trading algorithms - but with one caveat. New tools will enable not just the "data scientist," but also the average marketer to easily create forecasts, determine optimal approach, automate all necessary consumer-facing actions, observe actual outcome, learn and repeat for improved results! ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Excerpt...
Today’s Moneyballer CMO plans her marketing initiatives the way Billy Beane built the Oakland A’s. She uses streams of analytical data and relies less on subjective focus groups or simplistic measures. Her analytics are acute and precise; the impact of every marketing and branding initiative is quantified. She leverages granular data on customer actions to expand beyond the traditional CMO role, influencing product strategy, customer service, and optimized sales pitches. The Moneyballer CMO still uses smart agencies and consultants, but in-sources the core marketing strategy using the increased visibility her technology allows. She also in-sources her company’s data, employing it across multiple platforms and applications. Silos are the enemy of the Moneyballer CMO, because connected data means more holistic and measurable results. The rise of the Moneyballer CMO is both a symptom and a cause of marketing technology growth. As data becomes more integrated and accessible, smart marketers demand better analytics, so companies respond by spawning countless marketing applications. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Advanced/ Excerpt...
Today’s Moneyballer CMO plans her marketing initiatives the way Billy Beane built the Oakland A’s. She uses streams of analytical data and relies less on subjective focus groups or simplistic measures. Her analytics are acute and precise; the impact of every marketing and branding initiative is quantified. She leverages granular data on customer actions to expand beyond the traditional CMO role, influencing product strategy, customer service, and optimized sales pitches. The Moneyballer CMO still uses smart agencies and consultants, but in-sources the core marketing strategy using the increased visibility her technology allows. She also in-sources her company’s data, employing it across multiple platforms and applications. Silos are the enemy of the Moneyballer CMO, because connected data means more holistic and measurable results. The rise of the Moneyballer CMO is both a symptom and a cause of marketing technology growth. As data becomes more integrated and accessible, smart marketers demand better analytics, so companies respond by spawning countless marketing applications. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Excerpt...
Data-driven marketers are generating increasingly profitable returns and are bullish on marketing programs based on Big Data, according to a report by the Direct Marketing Association. According to the DMA's “Quarterly Business Review” for the third quarter, developed in partnership with Winterberry Group, 75.4% of marketers expressed confidence about data-driven marketing, with 49.5% “strongly agreeing” that marketing informed by data is positioned to expand in the months ahead. ___________________________________ Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Metrics & ROI - Using historical and real-time data about customers, marketers can create tailored experiences for them and drive company revenue. __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Metrics & ROI - Using historical and real-time data about customers, marketers can create tailored experiences for them and drive company revenue. __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Key excerpts...
Although many of us have embraced digital marketing technology as a driver of messaging, feedback, and clearly defined action, we are now beyond putting technology first—it’s all about delivering the customer experience that happens to be enabled by digital marketing. Thus the evolution of the New Marketer—a big thinking, conceptual, yet analytical student of consumer behavior—cannot go forward without casting aside the fascination with digital channels and multimedia assets. Frankly, we’re not doing “digital marketing” anymore. Simply put, it’s marketing (in a digital world!). So, what does it mean to be a New Marketer in the digital age? The New Marketer should evidence certain qualities: big picture, comprehensive thinking paired with a sense of granularity and specificity; a sense of possibility and a desire to be proactive in imagining new combinations of data and creative; a knack for creating the best experiences designed for an audience of one; and a belief that strategy and tactics must evolve (as the consumer evolves). Bottom line? Marketers must continuously learn from the data their marketing execution generates. __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Advanced/ Digest...
We’ve identified three key steps. 1) Pair insight from inside and outside First, an insider from your firm will help ensure that your approach aligns with the needs and direction of the organization. This individual is responsible for keeping the process rooted in the path and realities of the firm. Second, an outside analyst will provide context through knowledge of related industry verticals — as well as third-party objectivity. With these two figures in partnership, you’re prepared to move to the next step. 2) Identify questions that drive your goals Now that your company insider and outside analyst are in place, they’ll need to collaborate in order to identify questions that will drive growth for the firm — questions that may be answered through business intelligence (BI) and big data analytics. 3) Know your tools and prerequisites You’re almost ready to think about the metrics you need to gather and analyze in order to answer your questions. But first, you’ll need to consider the tools available to you and the “facts on the ground” at your organization — in other words, the prerequisites of a successful marketing analytics effort. The top three include: ● Creating a consolidated data strategy ● Investment in analytics ● Continuous dedication to the effort at the highest levels of the organization __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
We’ve identified three key steps. 1) Pair insight from inside and outside First, an insider from your firm will help ensure that your approach aligns with the needs and direction of the organization. This individual is responsible for keeping the process rooted in the path and realities of the firm. Second, an outside analyst will provide context through knowledge of related industry verticals — as well as third-party objectivity. With these two figures in partnership, you’re prepared to move to the next step. 2) Identify questions that drive your goals Now that your company insider and outside analyst are in place, they’ll need to collaborate in order to identify questions that will drive growth for the firm — questions that may be answered through business intelligence (BI) and big data analytics. 3) Know your tools and prerequisites You’re almost ready to think about the metrics you need to gather and analyze in order to answer your questions. But first, you’ll need to consider the tools available to you and the “facts on the ground” at your organization — in other words, the prerequisites of a successful marketing analytics effort. The top three include: ● Creating a consolidated data strategy ● Investment in analytics ● Continuous dedication to the effort at the highest levels of the organization __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Betting on data doesnt always win the marketing game.
Basic/ Condensed...
The trick to winning poker isn't just understanding the data. It's also understanding when it's profitable to pay less attention to the numbers and more attention to behavioral clues and information that can't be plugged into a powerful decision-making algorithm (not yet, anyway; but that may soon change). In articles, thought leadership, and conference discussions about marketing, this balance is often framed as a gut versus logic (or Mad Men versus Moneyball) decision. But this framing strikes me as only partially correct. The behavior and decision-making ah-has of the past decade (e.g., signal versus noise, thinking fast versus thinking slow, gorillas in the room, etc.) are extremely valuable. But these perspectives and approaches don't make all decisions better. Data makes many organizational and marketing decision-making processes better, but not all of them. For example, when making strategic decisions, such as whether to acquire a competitor, it' less important for a leader to recognize how recency bias might affect her thinking and more important for her to firmly grasp the company's risk appetite and the degree to which she can rally the workforce to buy into the acquisition. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Betting on data doesnt always win the marketing game.
Basic/ Condensed...
The trick to winning poker isn't just understanding the data. It's also understanding when it's profitable to pay less attention to the numbers and more attention to behavioral clues and information that can't be plugged into a powerful decision-making algorithm (not yet, anyway; but that may soon change). In articles, thought leadership, and conference discussions about marketing, this balance is often framed as a gut versus logic (or Mad Men versus Moneyball) decision. But this framing strikes me as only partially correct. The behavior and decision-making ah-has of the past decade (e.g., signal versus noise, thinking fast versus thinking slow, gorillas in the room, etc.) are extremely valuable. But these perspectives and approaches don't make all decisions better. Data makes many organizational and marketing decision-making processes better, but not all of them. For example, when making strategic decisions, such as whether to acquire a competitor, it' less important for a leader to recognize how recency bias might affect her thinking and more important for her to firmly grasp the company's risk appetite and the degree to which she can rally the workforce to buy into the acquisition. __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Big data has dominated the hype and much of the application production cycle for the last 12-15 months. Now we come to Allen Bonde, noted thought leader, calling for small data!! Want to know what he means?
Advanced/ Digest...
Small data connects people with timely, meaningful insights (derived from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks. Here are 8 of the 10 reasons why 2014 will be the Year of Small Data: 1. Big data is hard (and the domain of the few). Doing it at scale and waiting for trickle down benefits can take time. 2. Small data is all around us (and the domain of the many). Think about the social web and the vast amount of social and mobile signals that can help us understand changing customer needs and wants. Social channels are rich with small data that is ready to be collected to inform marketing and buyer decisions. 3. Small data is at the center of the new CRM. Small data is the key to building rich profiles that will be the center of the new CRM (and CX/CEM) solutions, and generating targeted offers and tailored experiences that delight our customers. 4. ROI is the thing. A focus on the last mile of big data offers to leverage investments to-date ($10 billion and counting according to IDC) on upstream systems, tools, and services. Furthermore, to realize the full value of data-driven apps (whether they use big or small data), they must be actionable and accessible for everyday work. 5. Data-driven marketing is the next wave. Big (and small) data-driven marketing has the potential to revolutionize the way businesses interact with customers, transform how customers access and consume (and even wear) useful data, and ultimately redefine the relationship between buyers and sellers. 8. Tool vendors are getting on board. I’ve tracked a number of vendors in the enterprise space who have started to align with our small data theme and playbook (make it simple, make it smart, be responsive, be social), including Actuate (especially with its new positioning), GoodData, QlikTech, Tableau, and Visible. 9. It’s about the end-user. Small data is about the end-user, what they need, and how they can take action (see my definition above). Focus on the user first, and a lot of our technology decisions become clearer. This has especially been the case for customer-facing systems and applications. 10. Simple sells. Just because you say less, doesn’t mean you have less to say. Small data is the right data. Sure, some small data will start life as big data, but you shouldn't need to be a data scientist to understand or apply it for everyday tasks. And if you are designing or using data-driven apps for sales and marketing, “simple” means making it easy to access all your tools and data from one place, create/reuse campaigns, build rich profiles, and share reports, templates and insights with team members. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Big data has dominated the hype and much of the application production cycle for the last 12-15 months. Now we come to Allen Bonde, noted thought leader, calling for small data!! Want to know what he means?
Advanced/ Digest...
Small data connects people with timely, meaningful insights (derived from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks. Here are 8 of the 10 reasons why 2014 will be the Year of Small Data: 1. Big data is hard (and the domain of the few). Doing it at scale and waiting for trickle down benefits can take time. 2. Small data is all around us (and the domain of the many). Think about the social web and the vast amount of social and mobile signals that can help us understand changing customer needs and wants. Social channels are rich with small data that is ready to be collected to inform marketing and buyer decisions. 3. Small data is at the center of the new CRM. Small data is the key to building rich profiles that will be the center of the new CRM (and CX/CEM) solutions, and generating targeted offers and tailored experiences that delight our customers. 4. ROI is the thing. A focus on the last mile of big data offers to leverage investments to-date ($10 billion and counting according to IDC) on upstream systems, tools, and services. Furthermore, to realize the full value of data-driven apps (whether they use big or small data), they must be actionable and accessible for everyday work. 5. Data-driven marketing is the next wave. Big (and small) data-driven marketing has the potential to revolutionize the way businesses interact with customers, transform how customers access and consume (and even wear) useful data, and ultimately redefine the relationship between buyers and sellers. 8. Tool vendors are getting on board. I’ve tracked a number of vendors in the enterprise space who have started to align with our small data theme and playbook (make it simple, make it smart, be responsive, be social), including Actuate (especially with its new positioning), GoodData, QlikTech, Tableau, and Visible. 9. It’s about the end-user. Small data is about the end-user, what they need, and how they can take action (see my definition above). Focus on the user first, and a lot of our technology decisions become clearer. This has especially been the case for customer-facing systems and applications. 10. Simple sells. Just because you say less, doesn’t mean you have less to say. Small data is the right data. Sure, some small data will start life as big data, but you shouldn't need to be a data scientist to understand or apply it for everyday tasks. And if you are designing or using data-driven apps for sales and marketing, “simple” means making it easy to access all your tools and data from one place, create/reuse campaigns, build rich profiles, and share reports, templates and insights with team members. __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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For all the talk about “real-time” insights, it turns out that very few marketers are actually looking at their data sources every day. At least that’s one of the takeaways from a new Domo-sponsored report [download page] that presents study results suggesting that marketers are disconnected from (drumroll…) data. Domo’s survey of 301 marketers indicates that no more than one-third of respondents are checking – on a daily basis – any of the data sources they use. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
But the choice of labels on that graph — admittedly, taken out of context — triggered an important tangent that I think is worth discussing. It’s good to be confident in embracing data-driven management, but great data-driven managers should always be skeptical of the data. In some ways, this is Clay Christensen’s classic innovator’s dilemma: what worked in the past holds us back from what needs to change in the future. Data from the previous strategic context can further calcify that prior worldview. To break out of the dilemma, you need to consider different data. It’s not a question about whether the data is right, but whether it’s the right data. You can have confidence in using data while not fully trusting the data. It’s not that you doubt its accuracy. But you’re skeptical of data’s context, relevance, and completeness in the conclusions that are being drawn from it. “Fact-based decision-making” is a term that’s growing in popularity. And while I laud the intent behind it — data over opinions — I remain cautious that “facts” are a slippery thing, especially when you go from the what to the why. Opinions can be all too easily disguised with data to look like facts. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Digest...
But the choice of labels on that graph — admittedly, taken out of context — triggered an important tangent that I think is worth discussing. It’s good to be confident in embracing data-driven management, but great data-driven managers should always be skeptical of the data. In some ways, this is Clay Christensen’s classic innovator’s dilemma: what worked in the past holds us back from what needs to change in the future. Data from the previous strategic context can further calcify that prior worldview. To break out of the dilemma, you need to consider different data. It’s not a question about whether the data is right, but whether it’s the right data. You can have confidence in using data while not fully trusting the data. It’s not that you doubt its accuracy. But you’re skeptical of data’s context, relevance, and completeness in the conclusions that are being drawn from it. “Fact-based decision-making” is a term that’s growing in popularity. And while I laud the intent behind it — data over opinions — I remain cautious that “facts” are a slippery thing, especially when you go from the what to the why. Opinions can be all too easily disguised with data to look like facts. __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Some interesting findings from BlueKai’s study on data-driven marketing strategies. I thought it especially fascinating the movement of importance when it came to the most relevant cross-channel/cross-platform opportunities.
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![The Data Machine [Infographic] - Experian | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/c8bTbbPpZ9KE4QSjQ2xHq_L6dadsvGA8m9WNoVsbzkY=)
![The Marketer's Guide to Actionable Data [Infographic] - Profs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/xBP4FZJFfhUrsPJWT1iadvL6dadsvGA8m9WNoVsbzkY=)
2 studies, one from Adobe and one from Salesforce.com show the growing importance of data in the role of the CMO, and yet the long way to go still... According to Adobe, about 50% of marketers say they trust their gut on where to invest their marketing budget...
You've got to have the people in place to make this happen, or you have to outsource it. Walking the walk.