the shift to data driven marketing

Enabling the Data & Information Culture

THE SHIFT TO DATA-DRIVEN MARKETING

Gary Allemann

Marketing: Art or Science?

Marketing: Art or Science?

Go to the data

But where is the data?

Extracting value from big data: The hidden challenge for marketers (Trillium Software)

And when you find it …

“The Impact of Bad Data on Demand Creation.” Sirius Decisions

Between 10% and 25% of customer

and prospect records in B2B

marketing databases at any given

time include critical data errors.

… if you find it …

Pattek, Sheryl. “The Evolved CMO in 2014.” Forrester Research. February 24, 2014.

73% of CMOs assert that competitive

advantage comes from a singular

focus on customers, but only 18%

acknowledge that everyone in their

organisation has the same customer

view.

… can you use it?

Extracting value from big data: The hidden challenge for marketers (Trillium Software)

“The proliferation of channels, devices, and interactive media

enables customers to take the steering wheel away from

brands. With 58% of US online adults going online multiple

times a day from multiple devices and locations, marketers

must deploy technologies that recognize customers and

predict their behaviors across touch points.”

Warner, Rusty. “Unlock Customer Context with Marketing Technology.” Forrester Research. January 2015

Barriers to multi-channel, single customer view

What does it mean?

Top 3 Impacts:

• Missed opportunities

• Incomplete customer views

• Too much admin

What does it cost?

1

10

100

$

That’s a big number!

Incorrect, inconsistent, fraudulent and

redundant data cost the U.S. economy

over $3 trillion a year…

that is over twice the amount of the

2011 Federal Deficit.

$3 Trillion Problem: Three Best Practices for Today's Dirty Data PandemicHollis Tibbetts, Sys-con Media, 2011

So they've spent money, hurt the environment, irritated an existing customer, and now I get to make fun of them online. Bad investment on their part.

http://hollistibbetts.sys-con.com/node/1975126/

Do you use any data quality tools to improve the accuracy and completeness of

your customer data?

Extracting value from big data: The hidden challenge for marketers (Trillium Software)

Data quality is not just about being accurate or complete.

It’s about being fit for purpose

Data Quality is only part of the story

Big Data

Data Quality

Master Data

Mgmt

Master Data Management

Bringing it together

What’s the payoff?

Extracting value from big data: The hidden challenge for marketers (Trillium Software)

Making it work – back to basics

1.Identify clear owners of any data your

organization collects

2.Integrate all of the data you collect from both

structured and unstructured sources

3.Use specialist tools clean data and improve its

quality and utility.

gary@masterdata.co.za

+27 11 485 4856

@mdm_za

http://www.linkedin.com/company/master-data-management

www.masterdata.co.za