Data is the key to Marketing Automation


One topic every company is currently discussing on high level is the topic of marketing automation. It is a key factor to digitalisation of the marketing approach of a company. With Marketing Automation, we have the chance that marketing gets much more precise and to the point. No more unnecessary marketing spent, every cent spent wise – and no advertisement overloading. So far, this is the promise from vendors if we would all live in a perfect world. But what does it take to live in this perfect marketing world? DATA. One disclaimer upfront: I am not a marketing expert. I try to enable marketing to achieve these goals by the utilisation of our data – next to other tasks. Data is the weak point in Marketing Automation. If you have bad data, you will end up having bad Marketing Automation. Data is the engine or the oil for Marketing Automation. But why is it so crucial to get the

read more Data is the key to Marketing Automation

Big Data for Marketing


In the last weeks, I outlined several Big Data benefits by industries. The next posts, I want to outline use-cases where Big Data are relevant in any company, as I will focus on the business functions. This post’s focus: Marketing. Marketing is one of the use-cases for Big Data, which are discussed controversial. One the one hand, it gives opportunities to companies to adjust offers to their customers and make the offers more “individual”. I will describe the themes here before I will discuss the downsides of this. With customer loyalty programs, companies can better “target” their customers. When the company understands the behaviour of the customer, special offers and promotions can be sent to the customer. We all know this from large online shops, where you get regular offers by e-mail. But this also applies to retail stores around you: with programs from the retailers, they also collect data about their customers and can improve the portfolio. Furthermore, they

read more Big Data for Marketing