Tools And Tactics For Leveraging Big Data — In The Arizona Desert

Laura Ramos

Phoenix in the summer. To say it's "hot" is an understatement.  

Weather reports predict a rather balmy 92 degrees F for Thursday of this week.
Mild compared to the last time I attended the Marketing Technology Summit, co-sponsored by the Phoenix chapter of the BMA and the Arizona Technology Council

This year's hot topic is big data -- one of the four market imperatives Forrester believes will help companies to thrive in this digital age where buyers, business-to-business included, control most aspects of the purchase process. I'm speaking at the Summit, talking about how B2B marketers can unlock the power of their data. If you are in the Phoenix area, I hope you will join me

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Three Key Ways To Embrace Your Big Data Destiny

Laura Ramos

Do you approach data analytics with the same enthusiasm as a big pile of leafy vegetables? You know you need to consume more of it, but, man, that steak, fries, or big piece of chocolate cake just seem so much more appealing.

Recently I asked Forrester webinar listeners (mostly marketing folks) to rate how they approached data analytics. It's a small sample, I know, but bear with me for a second.

Of the 16 people responding to the poll, six said that they were somewhat effective, and nine said that they were not effective or didn't use data analytics at all (the figure here shows the actual results). Taken together, that's more than 90%.

I found this fascinating because, just about a year ago, I teamed up with ITSMA and VisionEdge Marketing to explore the state of marketing’s performance management. While quizzing participants about reporting and dashboards, we slipped in a question or two about data analytic effectiveness, and the distribution of responses in 2013 are similar to this poll: Only 10% of those surveyed gave themselves a “thumbs up” for data analytic proficiency. What’s going on here? Do marketers really approach data with the same gusto as a large plate of kale?

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