Data-driven marketing can mean a ton of things. It can be the super extreme: AI and advanced analytics that you get into accurate hardcore data. It can also be as simple as metrics reporting.
I don't know how you can be a CMO or Head of Marketing these days without being a data-driven person. In my mind, what I've found is that you have to touch everything across-the-board to be successful. Everything moves so fast that you have to make decisions very quickly. If you don't make the right decisions, it could have a lot of repercussions. Data helps you do that.
Data can be a few different things. It could be conducting market research, insights about the markets, your competition, customer analytics or segmentation, bringing some intelligence about your customers to the business, conducting surveys. It could be product analytics, looking at what works in your product and what doesn't, what makes your customers tick, and how can you amplify that?
It could be setting benchmarks in the industry. It can be something as simple as business metrics or marketing metrics, like how many leads did we bring in? How many converted?
- Christina Kyriazi, VP of Marketing, Ekos Software, Inc.