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Gaining an edge in data-driven marketing

Saurabh Dangwal, Vice President, APAC, MediaMath | Nov. 5, 2015
In order to be truly data-driven, here are some key trends that marketers need to consider.

Have you got the talent?
Going digital requires expert talent who can unlock and generate more value from data-driving marketing efforts. Many business managers are known to look across the globe for professionals with data analytics experience, demonstrating a clear demand (and scarcity) for these talents.

Within organisations, employees with data analytical skills, at all levels, across all functions, are valued today more than ever before. A recent study by IDC found that organisations with a strong analytics culture, supported by upper management, see significant improvements to organisational performance. With the right people and the right attitude towards data use, businesses can really reap the benefits of better, more actionable insights.

What next?
The task of navigating more complex data, several media channels, increasing customer requirements and higher expectations from business leaders for better insights creates a challenge — there is much more information to manage, even for the data-savvy marketer!

For example, on an average, MediaMath sees over 150 billion online advertising opportunities per day. For a marketer, managing these opportunities across multiple marketing campaigns every single day is unthinkable; there is too much data behind these opportunities that cannot be made sense of by the ordinary human mind. Synthesising these data points across a few million consumers and intelligently delivering personalised content can only be done through advanced technology powered by algorithms.

The solution — digital marketing technology that enables meaningful insights to be derived from massive, complex data sets. With these insights, digital marketers will be able to execute across many areas of digital including (and not limited to) programmatic advertising, data management, audience analytics, marketing automation and creative management. The more intelligent the technology, the better the consumer insights, and the more targeted the marketing approach — eventually leading to better business decisions and results.


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