How to turn data assets into data insights
Common themes appeared in these conversations:
Almost every conversation began the same way -- listening to bold statements about leading edge marketing projects. As my enthusiasm built and I was ready to launch into a barrage of questions so I could gather all the best practices, things quickly turned to feelings of disappointment as I learned that so few had actually moved beyond stating aspirational goals for their leading edge marketing projects and turned these into action. I wanted to ask questions about how the person built the business case to secure funding these leading edge projects, how key performance indicators of success were defined and measured, which of the various MarTech providers were being utilized, and what lessons they had learned. Instead, I found myself doing most of the talking and describing how Allant Group had been engaged to help our clients answer these same questions and sharing OUR best practices.
The number one challenge these marketing executives were facing was all too familiar. The futurists at the conferences assumed the companies had overcome the foundational challenge with the quality, quantity, and/or availability of data. Without solving for the data equation, marketing groups are usually stopped in their tracks. Hadoop-based “big data” platforms were supposed to be the Holy Grail of marketing by commoditizing data and unleashing the power of advanced analytics techniques such as artificial intelligence. The problem with this theory is that data cannot be treated as a commodity, and at the same time, be treated as a valuable asset. The only people I spoke with who have embarked on these leading edge projects work for companies that value data and invest to treat it as such.
OLD SCHOOL vs NEW SCHOOL
Not so long ago marketers knew all of the questions they needed to answer. They would work with IT teams that had built relational databases optimized through ETL tools to bring the right mix of company-generated and third party data together to deliver answers. Today, marketers are developing new questions on a daily basis and seeking insights to adjust campaigns to engage customers in near real-time. To support the new normal, data platforms must be flexible to support structured, semi-structured, and unstructured data types, offer scale for the vast amounts of data generated by modern online marketing,
SOLUTIONS START with DATA
Allant Group’s solutions begin with data.
Before achieving your aspirational goals, you need to generate the perspiration to build a strong data foundation. The point of this “essay” is to let you know Allant Group can partner with you and do the perspiring with you and for you. With this key building block in place, marketers can embark on projects that are more complex and deliver sustainable competitive advantage.
I hope you are interested to learn more about what I did this summer and how Allant Group can work with you to:
Please contact me directly at firstname.lastname@example.org so we can start a conversation on how we can help with your challenges. I also welcome you to grade this summer’s essay.