Datorama Marketing Intelligence Driving Business Transformation and Certainty

Presented by

Nathan Barling

About this talk

It’s no secret that marketers are generating unprecedented amounts of data. But marketers don’t just have a “big data” problem. Marketers’ data is fragmented across many tools and systems. It changes frequently as new tools and metrics become available. These two issues then only get bigger as you scale across regions, business units and brands. At its core, marketing intelligence is about helping marketers connect this fragmented, changing data automatically– so it holistically reflects the reality of your cross channel marketing. This removes traditional IT road blocks to marketers in control– to make data accessible, to make sense of it, to make it a daily actionable resource for decision making. Marketing intelligence platforms address this problem head on, by automating complex processes like data integration, data modeling and insight generation. With the right information accessible, marketing teams become activated and better able to meet the new marketing mandate: to be an engine of growth. Marketing Intelligence, Defined Marketing intelligence is the integrated process of gathering all disparate marketing data, unifying it so analysis can be comprehensive, and setting KPIs to measure marketing progress and deliver growth across any target channel, market, or customer segment. Before marketing intelligence platforms, analytics and insights lived outside of marketers’ control– whether in teams of external analysts, or locked in walled-garden business intelligence (BI) platforms. The problem is, traditional BI platforms struggle with unique problems presented by marketing data including adapting to the explosion of marketing technology platforms, and creation of further silos within marketing. (You can read more in our whitepaper here.)

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