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Welcome to

Dear Reader,

Data-Driven Marketing is the magic word and the talk of the town: Companies need data to
know about their customers' demands and expectations, aside from the much needed reality
check of their own performance, in order to succeed. However, as we know, it isn't as easy as
it often seems, since data alone does not help in any way if it's not analyzed properly and the
right questions are not asked in the first place.

It’s a fact that insights are the cornerstones of any media strategy and the influx of secondary
data collected from various sources are finding their way more and more often into the strategy
plans of companies and agencies. While market research and sales data played a dominant
role for a long time, the number of real-time data and signals are gaining momentum and need
to be considered in the future, since ‘Big Data’ and ‘Data-driven Marketing’ have outgrown
their hype and are firmly established in modern marketing strategies.

Just keep in mind that the mere collection of data does not help much, but their meaningful in-
terpretation, and that transparency in the handling of data is imperative, because only then a
relationship of trust with the customer can be build.

Happy reading & Best wishes!

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 Data-Driven Marketing: Customer Insights & Predictive Analysis
Phone: +65 6836 1807 email: info@mediabuzz.com.sg www.mediabuzz.com.sg