Page 7 - index
P. 7
RESEARCH, ANALYSIS & TRENDS
Data is a dime a dozen and have the
power to optimize marketing
This month Asian eMarketing focus- portance of data for their advertis- As you can imagine, the role of
es on what marketers can achieve ing and marketing campaigns and marketing will change fundamental-
with data, the more so as Gartner worked in fact towards operating ly, because pretty much everything
Research assumes that by 2017 "data driven enterprises". Once the can be quantified and parameter-
marketing will invest more money in marketing was really working in an ized today. It is therefore important
IT than the IT department itself. automated manner, companies for marketers to get familiar with
could combine their knowledge of technologies and make their peace
Terms such as marketing automa- existing and future customers and with numbers and Excel spread-
tion, Big Data and data driven mar- make better, or more precise and sheets. After all, we all just want to
keting are circulating in the industry effective, products. improve the customers’ experience
for several years already but, even and optimize business processes
among experts, do not always lead Principally, it has been already through the use of data. All market-
to consistent and clear statements. clear that new technologies can ing activities can be targeted and
optimize marketing and data in this automated that way, tailored to the
Fact is that the use of data for mar- field is now a dime a dozen. The art consumer’s needs, and the effec-
keting is not a new magic trick. is rather to extract from the big data tiveness of marketing campaigns
What is new are improvements in universe those “smart data” that can be measured quite accurately
computer technology and software have any real relevance for those in real time.
capabilities that facilitate the pro- who make marketing decisions.
cessing of data, their storage, their In this way, campaigns are built
analysis and their automated linking For this purpose, offline and online and connected intelligently, allow-
and delivery with external sources. data pots often have to be connect- ing to link between the various
ed to each other in a privacy- channels and automatically trigger
The need to deal with the issue, compliant manner, which is not as dialogues, depending on customer
however, is confirmed by the recent easy to do in practice as it sounds. behavior. A campaigns’ success
study "The Global Review of Data- can be measured in real-time and
Driven Marketing and Advertising" For some marketing issues, data is visible for marketing profession-
by Global DMA, an international from different devices (laptop, mo- als at any time. In addition, market-
association of 27 marketing organi- bile phone, tablet) should be able to ers can accurately report on the
zations. More than 3,000 marketing be assigned to a user as well. If results and demonstrate success,
professionals have been surveyed you have collected the relevant da- which eventually saves valuable
worldwide from July to September ta, the subsequent analysis is usu- resources and increases customer
for the study, conducted in coopera- ally simple. The art, however, is satisfaction - because the customer
tion with Winterberry Group, Accen- again to use the gained knowledge dialogue can be sustainably opti-
ture Digital and MediaMath. for the control of automated mar- mized and tailored to the custom-
keting processes. ers’ needs.◊
The result was that more than 80%
of all mark eters stressed the im- By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Data is a dime a dozen and have the
power to optimize marketing
This month Asian eMarketing focus- portance of data for their advertis- As you can imagine, the role of
es on what marketers can achieve ing and marketing campaigns and marketing will change fundamental-
with data, the more so as Gartner worked in fact towards operating ly, because pretty much everything
Research assumes that by 2017 "data driven enterprises". Once the can be quantified and parameter-
marketing will invest more money in marketing was really working in an ized today. It is therefore important
IT than the IT department itself. automated manner, companies for marketers to get familiar with
could combine their knowledge of technologies and make their peace
Terms such as marketing automa- existing and future customers and with numbers and Excel spread-
tion, Big Data and data driven mar- make better, or more precise and sheets. After all, we all just want to
keting are circulating in the industry effective, products. improve the customers’ experience
for several years already but, even and optimize business processes
among experts, do not always lead Principally, it has been already through the use of data. All market-
to consistent and clear statements. clear that new technologies can ing activities can be targeted and
optimize marketing and data in this automated that way, tailored to the
Fact is that the use of data for mar- field is now a dime a dozen. The art consumer’s needs, and the effec-
keting is not a new magic trick. is rather to extract from the big data tiveness of marketing campaigns
What is new are improvements in universe those “smart data” that can be measured quite accurately
computer technology and software have any real relevance for those in real time.
capabilities that facilitate the pro- who make marketing decisions.
cessing of data, their storage, their In this way, campaigns are built
analysis and their automated linking For this purpose, offline and online and connected intelligently, allow-
and delivery with external sources. data pots often have to be connect- ing to link between the various
ed to each other in a privacy- channels and automatically trigger
The need to deal with the issue, compliant manner, which is not as dialogues, depending on customer
however, is confirmed by the recent easy to do in practice as it sounds. behavior. A campaigns’ success
study "The Global Review of Data- can be measured in real-time and
Driven Marketing and Advertising" For some marketing issues, data is visible for marketing profession-
by Global DMA, an international from different devices (laptop, mo- als at any time. In addition, market-
association of 27 marketing organi- bile phone, tablet) should be able to ers can accurately report on the
zations. More than 3,000 marketing be assigned to a user as well. If results and demonstrate success,
professionals have been surveyed you have collected the relevant da- which eventually saves valuable
worldwide from July to September ta, the subsequent analysis is usu- resources and increases customer
for the study, conducted in coopera- ally simple. The art, however, is satisfaction - because the customer
tion with Winterberry Group, Accen- again to use the gained knowledge dialogue can be sustainably opti-
ture Digital and MediaMath. for the control of automated mar- mized and tailored to the custom-
keting processes. ers’ needs.◊
The result was that more than 80%
of all mark eters stressed the im- By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
