It is now generally agreed that the process of analysing data is key to successful marketing. Collecting data from happy and consenting customers is fine, but putting that data to good use – identifying trends, optimising campaigns and examining effectiveness in detail – is still a skill that many marketing departments lack. How skilled is your data scientist? ...What’s that? You don’t have one, just a regular marketer trying to keep all the balls in the air (and dropping a few)? Find out why the science of data is so important – as is the need to fill that specific role.
So you’re thinking of scaling up your business’ marketing activity with a powerful marketing automation platform. But which platform is right for your business? What are you looking to do and what do you want to achieve? No matter what your objective is, there are three main contenders in the marketplace, according to Bob Dearsley, that he distinguishes above the rest. But which one do you choose? Read on for his answer!
The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips: