Page 18 - index
P. 18
RESEARCH, ANALYSIS & TRENDS
Do marketers lose sight of the foundations
that digital and search are built on?
Neither it’s news that marketing technology know-how is
key nor that due to the huge number of marketing tech-
nology tools available we get confused which one’s the
best to deploy.
Anyway, according to a report by eMarketer, 75% of US
practitioners said they use analytics-focused tools, mak-
ing it their top choice, while another 62% and 59% said
they deploy CRM and social community management
platforms respectively to get insights.
A separate study from DataXu , Morar Consulting and
WithPR released similar results, stating that more than
two-thirds of respondents in the US and Western Eu-
rope said understanding of marketing technology is be-
coming an increasingly important skill for successful
senior marketers. This skill set was identified as the
second-most-important only to creativity and ranked
slightly higher than other skills, such as understanding
digital media and managing people.
Predictive Analytics can help get more value out of
data
Besides, a more recent eMarketer report revealed that
around half of marketing and media executives in the In fact, Winterberry Group, in partnership with the Di-
US said they believe predictive analytics and modeling rect Marketing Association (DMA) and Interactive Ad-
to be one of the most helpful technologies for getting vertising Bureau (IAB), polled 211 media and marketing
more value out of data. executives primarily in North America and asked re-
18 Data-Driven Marketing: Customer Insights & Predictive Analysis
Do marketers lose sight of the foundations
that digital and search are built on?
Neither it’s news that marketing technology know-how is
key nor that due to the huge number of marketing tech-
nology tools available we get confused which one’s the
best to deploy.
Anyway, according to a report by eMarketer, 75% of US
practitioners said they use analytics-focused tools, mak-
ing it their top choice, while another 62% and 59% said
they deploy CRM and social community management
platforms respectively to get insights.
A separate study from DataXu , Morar Consulting and
WithPR released similar results, stating that more than
two-thirds of respondents in the US and Western Eu-
rope said understanding of marketing technology is be-
coming an increasingly important skill for successful
senior marketers. This skill set was identified as the
second-most-important only to creativity and ranked
slightly higher than other skills, such as understanding
digital media and managing people.
Predictive Analytics can help get more value out of
data
Besides, a more recent eMarketer report revealed that
around half of marketing and media executives in the In fact, Winterberry Group, in partnership with the Di-
US said they believe predictive analytics and modeling rect Marketing Association (DMA) and Interactive Ad-
to be one of the most helpful technologies for getting vertising Bureau (IAB), polled 211 media and marketing
more value out of data. executives primarily in North America and asked re-
18 Data-Driven Marketing: Customer Insights & Predictive Analysis
