In the information age, the most valuable asset for business is information. And in your business, data is your diamond mine. This data can be everywhere, from real-time customer interactions, to underutilized dark data waiting to see the light of day.
Gone are the days of marketers who rely on glamor instincts. The Era of Big Data is coming. You may have heard of the popular term “Big Data” too many times, but hold on a second, what is “Big Data”? The mainstream definition of Big Data is a collection of data sets which includes structured and unstructured data that is large and complex.
In business there are many kinds of assets. These can range from the physical such as inventory or real estate, to the intangible such as patents or brand value. But increasingly, perhaps the most valuable asset is data. Here are 10 tips on why data is so valuable – and how to maximize yours.
The typical marketing organization is not set up for proper business reporting. This leads to frustrations, mistrust, and the undervaluing of marketing in general. Here are 7 essentials for ensuring your marketing reporting matters, to prove the value of your work and investment.
Jim Lenskold, a renowned author and marketing thought leader, and I were recently discussing marketing ROI. While there is considerable banter regarding various marketing ROI models, predictive analytics, what is right, and what to avoid, we both agreed that far too many CMOs over complicate the process.
People often talk about “the art and science of…”. The fact is, marketing is undergoing a huge pendulum swing from being more about the art of creative engagement, to the technology-driven science relevant engagements. In the past, marketing often focused on creative ideas –plenty of fun, but challenging for businesses to accurately measure and value. That’s changing, as new technology allows marketing to become increasingly data driven, be nimble in its go-to-market approaches, and benefit from continuous optimization.