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Free ebook: Data Driven Marketing 29 Experts Tell You How to Transform Your Marketing Organization

Learn how you can create a data-driven marketing organization We asked industry experts to share the advice they would give a peer if they were seeking to make their marketing organization more data driven. In this 74-page, one-of-a-kind eBook, you’ll find a wealth of expertise and advice from brands, agencies and solution providers for transforming your organization, including: How to tackle internl chnges management and break down int...Read More

Table Of Contents

TABLE OF CONTENTS Foreword .................................................................................................................................................3 Introduction ...........................................................................................................................................4 Determine Your Data Strategy Data-Driven Marketing: Still a Work in Progress.........................................................7 You Must Understand the Personas You’re Trying to Influence.........................9 To Build a Data-Driven Organization, Create a Long-Term Road Map.....................................................................................................................11 Never Be Satisfied..............................................................................................................................13 Don’t Let Them Eat Your Lunch..............................................................................................15 Staying Focused on Your Outcomes.....................................................................................17 Let the Data Drive (It’s a Long Journey)............................................................................19 The Digital Ecosystem and Data-Based Decisioning...............................................21 Get Buy-In From the Top Down Creating a Complete Data View That Fits Your Sales Cycle...............................24 Bottoms Up..........................................................................................................................................26 Recognize and Align the Parties Involved in a Marketing Strategy.............28 Build Incrementally, and Test as You Go.........................................................................30 Break Free From Data Silos Beyond the Customer Journey...............................................................................................34 A Center for Capturing Online and Offline Data Is Essential.............................36 Sponsored by: 2 A Five-Pronged Approach to Data-Driven Marketing.......................................38 Through the Customer’s Eyes.............................................................................................40 Empower Your Staff to be Data-Driven Beyond the Data..........................................................................................................................44 There’s More to Data-Driven Marketing Than Technology...........................46 Successful Data-Driven Marketing Requires Successful Change Management................................................................................................................49 Data-Driven Marketing Empowers Creative Marketing....................................51 The Relationship Between Businesses and Their Data Is Changing........54 Hire a Good Analyst...................................................................................................................56 How to Ramp Up Data-Driven Marketing the Right Way...............................58 Move Beyond Last-Click Attribution Analysis to Action........................................................................................................................62 Finding Your Data’s True Story with the Right Attribution Method.........64 An Exciting Time for Marketers.........................................................................................66 You Must Rule By the Numbers.........................................................................................68 True but Not Actionable: Improving Performance Through Holistic Attribution.................................................................................................70 Goodbye Big Data, Hello Smart Data............................................................................72 Advanced Marketing Attribution Defined...................................................................74

First 3 Pages

Data Driven Marketing 29 Experts Tell You How to Transform Your Marketing Organization TABLE OF CONTENTS Foreword .................................................................................................................................................3 Introduction ...........................................................................................................................................4 Determine Your Data Strat...Read More