What Big Data Marketing pros need to know
All of these factors point to a new reality: winning with big data starts with effective marketing. And that’s why companies need data-savvy marketing executives – true big data marketing professionals – to lead them into this brave new world.
This is a big change for marketing. New skills and knowledge are necessary for success in the next generation. Great intuition about what customers want, clear grasp of consumer trends and how to position brands must now be supported by deep data knowledge, greater familiarity with technology options and the ability to engage directly and collaboratively with IT leaders and data scientists. It’s about becoming fluent in tech-speak and helping IT teams get excited about how the smart use of big data can lead to breakthrough performance gains in marketing.
So what skills are necessary? The optimal big data marketing pro gets the strategies and mechanics of attracting, engaging and keeping customers. They understand that the end game of customer segmentation is one-to-one personalization. And that real-time and omni-channel capabilities have become competitive baselines.
Data-driven marketing leaders must also have a handle on the technology big picture:
- The core components of effective big data ecosystem and a unified architecture that make data easier to manage, access and navigate
- The importance of integrated solutions for campaign management, digital marketing and marketing operations
- Why complete and integrated customer data is the starting point but process integration and automation are critical to producing breakthrough results
- How to use advanced marketing analytics tools creatively in segmenting customers and targeting offers.