Data: Go Big or Go Home

Panel at Marketing & Tech Partnership Summit Jan. 28

By: Barton Goldenberg, Founder & President, ISM

The world of marketing has changed so significantly this past decade that Kotler’s 4 Ps – which stood for many decades as the pillars of successful marketing – are now being challenged. The old adage that marketing is half art and half science is over; the science component is closer to 80% of successful marketing. Here’s why: today’s data analytics and insight tools allow for complex market segmentation and sub-segmentation that leverage comprehensive third-part data overlays, meaningful Customer Journey mapping, channel optimization based in part on meaningful advancements in web analytics, and new ways to successfully promote your products and services using creative, digital techniques. Any marketer that is not levering today’s data analytics and insight tools or is not collaborating closely with their technology colleagues risks personal extinction.

During Direct Marketing News’ annual Marketing & Tech Partnership Summit, I will be challenging my distinguished panelists, Todd Cullen, Chief Data Officer of OgilvyOne and Tamara Gruzbarg, Senior Director of Analytics and Research at Gilt Groupe, regarding strategies for the successful integration of data analytics and insight into the marketing function. Do today’s marketers need to master the new data analytics and insight tools? Can data analytics and insight be delegated to your technology colleagues? If marketing/technology collaboration is the best way forward, how to optimally structure this collaboration? Using case studies from B2B, B2C and B2B2C companies, we will explore how best-in-class companies are leveraging data analytics and insight to enhance marketing decision making and to stay one step ahead of their competition. 2014 is a pivotal year for marketer to transition to the new marketing world: are you ready?

Please share with me the key challenges you see for successfully applying data analytics and insight tools to your day-to-day marketing responsibilities.

For more information on the Summit and to register, click Here