5 Things To Know About Big Data & Marketing

Financial services marketing does not have a great relationship with IT. That needs to change.
December 07, 2013

Steps for Transformation


There are 5 critical steps marketers can make to transform what they do for customers. All involve joining forces with IT to maximize value of big data.

#1-3:
1. Get smart. Get strategic. Encourage focus on critical strategy. Build a vision of the ideal customer experience. Work with the business functions to craft that journey.

2. Tear down silos organizationally and culturally. Discuss shared objectives and find common ground in a business language. Matrix the organization so that a function in IT reports to marketing and vice versa to cross-pollinate departments.

3. Untangle the data hairballs. The data hairball is a mess of interactions, applications, and data that flows through various departments. Unchecked, it embodies the threat of big data overload. Build a data strategy and untangle the hairball with a marketing technology platform to find insights, adjust campaigns and optimize marketing spend.

Big Data Marketing: Engage Your Customers More Effectively and Drive Value can be purchased here. All profits are donated to the Red Cross.

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