The MarTech Digest
545.5K views | +70 today
Follow
Your new post is loading...
Scooped by CYDigital
Scoop.it!

Data is the most underutilized asset in marketing - Chief Marketing Technologist | #TheMarketingAutomationAlert

Data is the most underutilized asset in marketing - Chief Marketing Technologist | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
According to a new study on data-driven marketing by Teradata Applications (the artists formerly known as Aprimo), 45% of marketers believe that data is the most underutilized asset in the marketing organization.


Condensed...

 

The research, conducted with more than 2,200 marketers at companies with $100 million or more in revenue, revealed a number of other stats on the data challenges that marketing departments are facing:

  • Less than 10% use the data they currently have in a systematic, strategic way
  • Only 33% believe they work in a true data-driven marketing culture
  • Only 32% own/control most customer data — the rest rely on accessing data from IT or external vendors
  • That’s a bottleneck because 74% still don’t think marketing and IT are strategic partners
  • Yet 42% of marketers actually identify lack of process as a primary obstacle to using data in decision-making

 

But for all the data challenges that marketing now faces, a new champion is galloping to the field: the marketing data scientist.

 

Just as marketing technologists raise the tech-savvy of marketing as a whole, data scientists deliver a similar lift. Teradata asked participants to grade how good their department is at doing data-driven marketing. “Departments with data scientists get higher marks from their employees,” states the report. “While the average department grade from individuals is in the C or lower range, departments with data scientists are awarded A’s.”

CYDigital's insight:

If I were a CMO for a mid-size company, I would love to have a Marketing Data Scientist. But how do you justify that position?


  • See the article at From chiefmartec.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


more...
Greg Bonsib's curator insight, August 28, 2013 1:19 PM

Having data is one thing.  Finding insights and activating against them is another.

Andrew Earnshaw's curator insight, August 30, 2013 2:08 AM

I've worked with a research company, so understand the value of GOOD QUALITY DATA. I also realise how damaging poor quality data can be to a brand.

Scooped by CYDigital
Scoop.it!

Art and science in marketing: meaning, truth, and money - Chief Marketing Technologist Blog

Summary...


Should marketing have more art or more science? Both! These aren't an either/or proposition. Modern marketing is about combining the best of left-brain analytics and right-brain creativity to deliver compelling customer experiences.

This presentation introduces the hybrid "marketer scientist" -- an ideal blend of storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent, and system thinking. Of course, not everyone needs to be an expert in ALL of those. But all marketers should be willing to embrace them, and the modern marketing organization must find a way to synthesize them with a balanced team.


CYDigital's insight:

The slides above are supplementary to Scott Brinker's post. His post covers everything that he has been proselytizing from the get-go, and is a must read. It almost serves as a description of the way things are/need to be, and  in itself is a roadmap for the actions you need to take to be successful as a B2B marketer. A must read.


more...
No comment yet.
Scooped by CYDigital
Scoop.it!

What Is A Data Scientist? | Forrester Blogs

CYDigital's insight:

Definitely worth the 8 minutes, and clears up a bit of confusion. Covers two topics: what is a Data Scientist (and what does the DS do), and what to look for when thinking about hiring a DS. Excellent knowledge.


more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Everyone in marketing should be a marketer scientist - Chief Marketing Technologist

Everyone in marketing should be a marketer scientist - Chief Marketing Technologist | The MarTech Digest | Scoop.it

Digest...


Let’s consider eight characteristics of a marketer scientist — four that emphasize the “marketer” half and four that emphasize the “scientist” half:

The marketer half of this hybrid combines:

  • Storyteller
  • Brand champion
  • Experience designer
  • Change agent

The scientist half of this hybrid combines:

  • Data analyst
  • Experimentalist
  • Technologist
  • Systems thinker

 

Rest assured that not every marketer needs to be an expert in each of these eight characteristics. But every marketer should have a little piece of each of these integrated into their thinking. One marketer might be an expert storyteller, but only modestly proficient as using data to help tell those stories and measure which ones resonate best. Another marketer might be an expert technologist, but mostly embrace the role of brand champion in the context of making sure that their technical implementations fulfill brand promises.


CYDigital's insight:

Yet another wonderful post from Scott Brinker.


You can't just hang a billboard around your neck declaring yourself a marketing technologist and thus you are one. You need knowledge of the market, knowledge of technologies, knowledge of how to approach analysis, and a systemic method of applying techniques to drive better decisions. It's not rocket science, but it's not that far away from it either.


  • See the article at chiefmartec.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
more...
No comment yet.