The document discusses how to transition an organization towards data-driven marketing. It recommends starting by setting goals focused on what matters most to the business. It also advises sourcing or hiring new skills in data and analytics. The document outlines implementing agile data processes through experimentation and a "data lab" concept. Building a marketing data platform is suggested by focusing first on actionable existing data and creating a "middleware layer" to integrate additional customer data sources over time. Adjusting vendor evaluation processes to prioritize "data openness" is also proposed.

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Data-driven
Marketing?
What the &*#^$ is

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In marketing

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But it’s not about the data, it’s all about decisions
Making optimal decisions
Understanding what they want and when
Quantifying people’s behaviours

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Does your organization
have the right tools to
make good decisions?

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Most likely yes.
Source: Teradata

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Does your organization make
optimal decisions all the time?
Learn Examine Test Optimize

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Data driven marketing leaders characteristics
Use
Attribution
More
“Digitally
Mature”
Have
Defined
new KPIs
Have skilled
personnel in
“new Martech”
Use new
analytic
models
Foster
Collaboration Agile &
Flexible “Culture
change”

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What’s in it for them?
Jackpot!
Audience
amplification
Cross-
channel
measurement
and Attribution
Optimize
every act
AB Testing
“Bonding”
Predicting a
person’s next
action
Can tailor
'magic
moments'
Agile &
Flexible

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“But our organization is not there yet”…

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Which one comes first?
Organizational culture?
… or use of
Technology?

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Where should you start?!

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Step 1: set goals
What are the goals (that will meet your organization’s
business goals)?
We can’t measure EVERYTHING
There’s a need to focus on what matters most

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Step 2: Source, grow or hire new skills

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Step 3: Implement agile data processes
Experimentation, test-and-learn will
become a core competency
Start building a “fast-lane” process for
ideas experimentation, testing, learning,
and scaling
Data Lab concept

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Follow the yellow brick road

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Step 4: Start building your marketing data platform
1. First focus on the actionable data you already have
2. Create a “middlewear” layer (“the glue”)
3. Add more pieces to the data puzzle
customer ID
is the “glue”

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Adjust vendor examination process
“Data openness” to be a top criteria for vendor evaluation
Establish a vendor/solution checklist
Which APIs currently exist? What is the data
architecture? Does the SI partner “understand”
the data architecture complexity?

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