‘Big data tools & techniques successful CMOs need to know’ – Econsultancy
John Kelley says, “Aside from the skills and drive to champion the value of big data in an organization, every CMO could use a few resources to help harness the power of that data.
However, from traditional Excel spreadsheets and CRM systems to more robust tools like interactive dashboards and Tableau visualizations, the inherent desire for simple answers meets with a blizzard of analytical tools, each with ambiguous value.
Take the entertainment and ticketing business.
Andrew Rentmeester, senior vice president of revenue planning and operations at The Madison Square Garden Company, sees it this way:
What the CMO uses now (and will always need) are simple scrapes of the ticket inventory system and what’s sold today. If you don’t have that, you really don’t know where you are in the business.
Rentmeester adds that, even though it’s just an inventory system for tickets, an old-school Excel sheet works. While it isn’t ideal, it’s needed, nonetheless”.
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