In an interview with Marketing ID, LiftPoint Consulting’s Mark Price discusses the challenges marketers still face with leveraging marketing analytics to effectively segment their database. Also, Price dives into how data-driven segmentation can drive more personalized messaging and experiences for their target audiences.
In an interview with Marketing ID’s Brian Anderson, Madison Logic’s Sonjoy Ganguly discusses the value of intent data and what it brings to the table in marketing initiatives. Ganguly also shares tips and best practices for leveraging that insight to meet the needs of your customers through your marketing efforts.
In an interview with Marketing ID’s Brian Anderson, Bombora Co-founder and SVP of Data Sales Mike Burton discussed the growing role marketing analytics has in the content creation process. The pair also discuss how data-driven marketing impacts every stage of the content lifecycle — everything from targeting and segmenting to the nurturing process.
In a discussion with the Marketing ID team, Ken Wincko, SVP of Marketing at PR Newswire, discussed several topics from a recent white paper the company published — titled Meeting Demand: A Guide To Becoming A Data-Driven CMO. Wincko discussed the importance for today’s CMOs to develop a data-driven strategy, including the cultural shift needed to get everyone within the organization on board with taking a data and measurement oriented approach to sales and marketing. Wincko also discussed the growing impact of marketing technologies and the expanding skill sets marketing teams need to have in order to maximize productivity.
Carlos Hidalgo, CEO and Principal of ANNUITAS, points to a huge push toward data to drive demand throughout the buying process. However, Big Data and predictive analytics need context, Hidalgo said, citing companies such as PR Newswire that are doing an exceptional job of using data to track content performance and help drive their content creation.
When it comes to measuring the impact content has on a campaign, marketers are beginning to hone in on more ROI-focused metrics that demonstrate the content’s contribution to the bottom line instead of the “volume metrics” that don’t necessarily indicate sales results. In this podcast, Kim Zimmermann sits down with analyst and author Rebecca Lieb to discuss how marketers are looking to go “beyond the likes” when measuring content marketing initiatives.