‘Five trends which will define data-driven marketing in 2017’ – Econsultancy
Jeff Rajeck says, “That marketing is ‘all about the data’ has now become so widely accepted that many marketers are left wondering, what’s next?
To some, the future of data looks a lot like the present. Data is something marketers send upwards to business intelligence systems (BI) and report performance.
Speaking to company marketers at a recent Digital Cream Singapore, though, it seems that others have a much different view of marketing data.
Many attendees indicated that they are no longer just handing over their data to demonstrate return on investment (ROI), but they are instead using it to change the way their marketing team works.
Below are five trends which roundtable participants felt will define data-driven marketing in the coming year.
1) Marketers will increasingly use data for decision making
One trend that most participants agreed on is that that data will be used more often to drive marketing decisions in 2017. Attendees said that data analysis was the best way to find the ‘low-hanging fruit’ which improves marketing performance”.
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