Data neglect

Why marketers are marketing in the dark.

First there was traditional marketing (and, looking back, it was a bit too simple).

Then there was digital marketing (and everything started to become more scientific).

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Now there’s the age of data-driven marketing (and it’s the biggest change in marketing since the Internet).

data-driven marketing

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This is no exaggeration.

The age of ‘ready, fire, aim’ marketing is ending. And those of us who grew up with traditional marketing (all of us) have

some serious learning to do.

This is data- driven marketing.

If you’ve already seen the writing on the wall, here’s 10 things every data-driven CMO needs to know.

Collecting and combining data from many sources and using it to:

o Generate insighto Inform decisionso Predict consumer behaviorso Drive better customer experienceso Optimize budgetso Re-engineer processes.

Data-driven marketing is thinking about the data first—and letting the data do the talking.

Read it now.

Unfortunately, most marketers are getting it wrong. Very wrong. They’re starting to talk the talk but are nowhere near walking the walk.

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Very few marketerstreat data as a strategicbusiness asset. It’s just those numbers, charts, and graphs populating their dashboards.

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The vast majority of marketers only rely on their marketing applications— analytics, marketing automation, CRM, social media monitoring—without ever thinking about the data that gives them real purpose.

So they might be able to understand data in one silo. Like pay-per-click.

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But can’t connect it to data in other silos. Like natural search, email, or CRM— much less to unstructured data (like social media feeds).

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Which leads to poor attribution models (or none at all).

And bad spending decisions.

And clogged pipelines.

And broken lead nurture flows.

And really bad conversion rates.

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This is data neglect.

And it’s happening in almost every marketing department —perhaps in your marketing department—right now.

Data neglect leads to bad things.

Uninformed marketing strategy and poor decisions.

Faulty insight and clunky customer experiences.

Missed opportunities and revenue goals.

Wasted budget.

Declining reputation as a marketer.

These are the things that happen when you ignore your data.

Data neglectleads to bad things.

The data-driven imperative:CMOs, marketing strategists, analysts, and marketing operations leaders must take charge of their data—not just the applications that use it.

To be a data-driven marketer, you need to know:

Where your data lives, how it’s collected, and where it moves.

How to break down your application silos and integrate their data.

How to make data and analytics available to non-technical marketers.

What data quality means, and how to improve it.

How to get a single version of the truth on critical domains (like customers or products).

How to leverage cutting edge data sources to stay ahead of the competition.

think data first.

To be a data-driven marketer, you need to:

The age of skating on the thin ice of empty analytics is over.

Data is no longer just IT’s responsibility. It’s a mission-critical marketing asset.

It’s time for you to pay attention to your data. And take charge of it.

Your choice is clear:

Step up. Become data-driven; own your data; make sure it’s clean, safe, and connected.

Or step back. And compete against companies that are already doing all this.

Data-driven marketing is about people, processes, and technology. It all starts with your commitment to a data-first mindset. And that means treating data like the strategic asset it is.

Here’s a greatnext step.

Ten things every data-driven CMO needs to know—a free guide for marketers who can see the writing on the wall.

Ten Principles for Data-Driven Marketing. Strategic approaches to using marketing data to drive leads and generate revenue.

data ready.

Come and get it.

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About Informatica.Informatica helps marketers clean, secure, and connect their data to generate insight, delivergreat customer experiences, accelerate revenue, and improve operations. We do it with solutions ranging from data integration and data quality to master data management, contact records verification, and data preparation. And we do it for some of the world’s biggest marketing teams.

Let’s talk.