by Chris Martins, Product Marketing Manager, Trillium Software
Trillium recently hosted a webinar during which John Coe, a co-founder at B2BMarketing.com, discussed the changing role that customer data has in today’s marketing environment. The key point was that data is no longer just the output of marketing activity; it increasingly is the fuel that drives that activity. No longer are companies content to do monthly reports – perhaps with pretty charts and graphs - that look back retrospectively on what happened. Now they want to use data that 1) they generate, 2) acquire from other parties or 3) can monitor in the ether of social media to better inform their analysis. The goal is continuous calibration and refinement of marketing activities. It is an iterative, never-ending feedback and action loop.