A recent article in IT Business Edge has done an interesting pivot on the notion of “shadow IT” (technology deployed within the enterprise, but outside the control of a central IT organization.) Citing a Gartner Group claim that within several years marketing groups within the enterprise will be spending more on technology than central IT, the article suggests that central IT itself may become the shadow group, as real ownership and control of technology is assumed by different parts of the enterprise that are becoming more and more IT-intensive in their operation (e.g. marketing.)
Data-influenced marketing, Self Service and data awareness are three trends that have helped to create a fourth trend, which is the realization that customer interaction, once initiated by marketers, now is in the control of the consumer. Technology and data availability through smart phones, smart televisions, digital and social media have turned control of the customer interaction completely on its head. As marketing professionals, we have to realize that and cater our marketing campaigns to these sources of information or risk irrelevance.
This is part 3 of a 4 part series of blogs on trends that focus on how data management is impacting the role of the CMO and marketing. Check out part one and part two in the series if you haven't already.
The amount of data we have is growing exponentially every day. News alert – that is not a trend! But, a marketer's reliance on many external sources of data, as well as new rules and regulations, is also continuing to increase, and that is creating heartburn and panic in many senior marketing professionals.
This is part 2 of a 4 part series of blogs on trends that focus on how data management is impacting the role of the CMO and marketing. Check out part one in the series here.
Engagement via social media channels can provide startling and often immediate feedback from our most well considered customer interactions. We need look no further than the 2015 Super Bowl and Nationwide Insurance's ad campaign for a very real example. The feedback from the ad was immediate, and to the detriment of Nationwide - all negative.
Improving customer engagement is a hot topic, particularly in the retail industry. However delivering the personalised experiences consumers crave by having access to the right data for employees across an enterprise is an issue many organisations are wrestling with.
Two recent events were useful barometers of the progress retailers are making in their quest to keep pace with and even surpass customer expectations by improving their experience. I had the pleasure of attending and presenting at the recent Retail Bulletin Customer Engagement Conference in London which followed hot on the heels of a Retail Bulletin roundtable on Big Data. There were multiple presentations and conversations about the challenges retailers are facing in delivering world class experiences, however and wherever the interactions are occurring.
This is part 1 of a 4 part series of blogs on trends that focus on how data management is impacting the role of the CMO and marketing. Check out the next in the series.
I believe that there's never been a better time to be in the data quality market. Despite all the market consolidation, the evolution toward self-service, Cloud, and big data is an exciting development that offers huge business opportunities – especially for marketers.
The quality industry distinguishes between quality assurance and quality control. The former represents a set of processes designed to assure a quality result, while the latter involves evaluation and testing of the end result to see if quality specifications have been met. Arguably, the more successful an organization’s quality assurance effort, the less need there will be for quality control (though you can never avoid it altogether.)
With the exception of those special few with iron stomachs, any rapid ingestion of a wide variety of rich, exotic foods can cause a lot of discomfort for quite a while. The same is true of data ingested into Hadoop. Organizations are piling high volumes of diverse, disparate data sources into Hadoop at rapid speeds, but their inability to find value amidst all of that information is causing a fair amount of distress and uneasiness among both business and technical leaders.
In a well-known Harvard Business Review article from 2011, the publication identified seven important traits for sales people that included modesty, conscientiousness, achievement orientation, curiosity, as well as the lack of three things: gregariousness, discouragement and self-consciousness. Search online and you'll find plenty of articles about what makes good sales people. But what you probably won't find is anything regarding "attention to data quality." If you look at job descriptions for sales positions, it's pretty unlikely that "data skills" will be mentioned. Yet bad data within CRM systems hurts marketing and sales efforts in ways that can imperil business success. But rare is the sales executive (rare as in non-existent) who focuses their sales staff on data quality metrics.
The costs associated with enterprise technology procurement have traditionally been treated as a capital expenditure (CapEx), thereby allowing an organization to amortize (for intangibles) and depreciate (for tangible goods) the costs of technology over an extended period of time (typically five years.) The logic of CapEx as an accounting method is that the costs of “capital” represent investments that are intended to create long term value for the business. Given an extended value, you can apportion the costs of the asset across that period of time, as well.