Big Data in Marketing: Creating New Opportunities for Collaboration
There’s more to big data marketing than just measurable improvements in acquiring, growing and retaining loyal customers.
Typically, we focus on using all available data to create win-win scenarios in which we turn insights into relevance as customers progress through the purchase funnel. The fact is that those insights can be used to do more… a lot more… than just deliver the right message to the right person at the right time.
As marketers increase their ability to create 360o profiles of the products they are pitching and the individual audience members who interact with their brands, they often find themselves in a unique position to collaborate across the enterprise for mutual success. For example, at IBM we’ve spent time bringing CMOs and CIOs together to hear how they are using disruptive technology to deliver measurable growth in their enterprises. Leadership Exchanges like this enable them to explore how leading organizations are rethinking their data environments to create new value – using analytics and social and mobile technologies to innovate customer lifecycles, create differentiated experiences and engage with key stakeholders in and around the C-Suite.
Today, I’d like to share a new presentation that showcases how CMOs are doing exactly that as they enhance their abilities to contribute not only to the marketing of new products, but also in their development, design, sale and support. These are all data-driven functions that are working together to drive business success.
How are you creating new opportunities for collaboration? Let us know in the comments below.