Monday, June 24, 2019

The Secret to a Genius Marketing Analytics Organization

By studying 10,000 job postings, Gartner experts uncovered how Genius brands create successful marketing analytics organizations.
CMOs continue to list analytics as a top priority for their marketing organizations. Yet some organizations still lose their data scientists because they haven’t adequately supported them with data engineers. Or they haven’t yet learned the crucial need for data interpreters.


“Since 2007, we’ve seen a lot of hiring for senior roles,” Eubanks said. “Not much has changed.”
Historically, most companies organized and operated by channels and platforms. But there’s a difference between how you organize and how you operate. Today, however, modern organizations are moving toward individual strengths, empowered decision making and an agile framework.
Feeble brands invest in a heavier management layer. Genius brands put their hiring weight into more workers in technology, analytics, and with a stronger strategy bent. They align their operational model to their data stack.
“Genius organizations aren’t hiring more managers,” Eubanks said. “They’re hiring more people to get the work done.”


Gartner research finds that brands it classifies as genius brands align their operational model to their data and analytics stack.



The data study also showed three sets of emerging data and analytics skills: Data engineering,data science and advanced engineering, visualization and reporting.


Gartner research shows three sets of data and analytics skills have recently emerged: data engineering, data science and advanced engineering.



Gartner outlines the evolution of top marketing analytics skills keywords from 2014 to 2018.
Gartner: The evolution of top marketing analytics skills keywords from 2014 to 2018

Thursday, June 6, 2019

What is a Customer Data Platform?



A Customer Data Platform (CDP) is a system that collects and stores all your customer data, for analysis and use by marketers. A CDP makes it easier for marketers to build and execute targeted, data-driven strategies.





A key function of a Customer Data Platform is to unify fragmented customer data within business silos. For example, CRM, mobile, transactional, website, email and third party data. This data then undergoes a Single Customer View process, which matches, merges and de-duplicates the data. The result is a 'Single Source of Truth', for consistent treatment by marketing across all channels.


As this data hygiene process is persistent, a Customer Data Platform allows marketers to iteratively improve their efforts, based on new data fed into the platform.

Customer Data Platform
Once processed by a Single Customer View, a CDP makes this trustworthy data visible and accessible to integrated and external marketing technologies. This includes segmentation and data analysis, campaign automation and customer journey management, along with email platforms, online advertising solutions and real-time personalization tools.

Customer Data Platforms are marketer controlled, meaning they avoid the pitfalls of a storage solution that serves multiple business departments and multiple purposes. Instead, CDPs focus on collecting and storing customer data for marketing usage, organizing it as to allow marketers to develop a holistic view of every customer.

Customer Data Platform features at a glance:

  • Creates a single, unified database from all channels
  • Merges and improves data to form a single record to identify each customer
  • Makes Single Customer View records visible to all your analytics and journey management and automation technologies, and executional marketing tools
  • Enables marketers to understand customer behavior and develop insight based on their Image result for Customer Data Platform
CDP is just a new DMP but cooler for marketing and improve ROI for business
Source https://www.slideshare.net/mParticle/welcome-to-the-cdp-era-113831673

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