This week, I’ve been in London attending Oracle Marketing Cloud’s Modern Marketing Experience conference. There, Oracle and Forrester released their study “Why You Need To Be A Modern Marketer: The Business Impact Of Marketing Maturity In The Age Of The Customer,” which explained why the ability to collect, understand and apply data is essential to successful marketing these days.
Today’s most successful marketers know how to tap into their creative and data-focused sides. This week, I’ve gathered five articles about modern marketing, math and data to help you start thinking about how an increased focus on data could boost your marketing organization.
- Modern Marketing Practice Helps Improve Revenue, Leadership. Infotech Lead: “The survey conducted by Oracle, in partnership with Forrester Consulting, reveals that modern marketing strategies help businesses improve revenue growth, market leadership and workplace excellence. ‘Modern marketers’ in the context of this survey refers to marketers that use a combination of real-time predicative models and statistical techniques including intelligent targeting and cross-channel marketing attribution to ensure personalized customer engagement throughout each stage of the purchase journey.”
- The Modern Marketing Organization For Today’s Aware Buyer. KERN: “While writing away on the various chapters of my next book, Buyer Aware©, it became clear that the silo marketing organization of the past can’t effectively capitalize on the new technology and approaches required to engage and persuade today’s consumer. Buyers are expecting real-time, meaningful, content-rich engagements which are consistent across mobile, tablet and desktop screens. When you consider this along with the mix of technology, channels, messages and reporting that marketers need to orchestrate, it’s no surprise that marketing leaders are looking at new models for their departments as well as evaluating new roles and titles for their team members.”
- Maths Marketing: Why Modern Ad Agencies Need Mathletes. The Guardian: “For many years, maths (in terms of advertising) was relegated to the bean counters of the agency. It was considered grunt work with low pay and long hours. It was anything but glamorous. But those days have changed; maths is now an essential part of the advertising environment. It touches every department: account services, media, even creative. As advertising has become dominated by data-driven insights and elements such as 3D technology, maths is no longer the ugly stepchild of the agency; it’s now a driver.”
- 4 Ways to Survive Today’s Data-Driven Marketing World. Chief Marketer: “We CMOs were never taught how to do the data analysis. We took marketing and psychology classes in business school, while hiding from the finance classes. The most we took was a statistics class, but that’s because we were required to. Welcome to the new age of the CMO. And to survive (let alone remain relevant) in this new era of marketing you need an analytics skill set. Without it, you don’t stand a chance.”
- Data is Driving New Job Roles for Marketers. Marketing Week: “The role and remit of marketing professionals is continuing to blur. As Marketing Week reported earlier this year, a series of big brands are changing their marketing structures to account for new business conditions such as the explosion of big data and the rising power of the customer, with new titles like chief customer officer emerging to replace the CMO and different functions merging or separating depending on the brand. This trend shows no sign of abating.”
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