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RESEARCH, ANALYSIS & TRENDS
What does digitalization and the trend
towards data-driven models mean for
marketing employees?
Marketing has many years of experience in the use of 1. Increase agility
digital media and, in part, marketing automation. Some
marketers are even using Big Data and Predictive For digital, data-driven companies, the ability to quickly
Marketing successfully by now. Consistent digitization test, evaluate, measure and then implement or discard
includes processes as well as business models and data ideas and products is particularly important. In the
-driven (as opposed to data-informed) approaches. For implementation, the current state should be described
short, technology is gaining in importance. as precisely as possible to be able to eliminate
temporal obstacles. In any case, it is important to
The ability to collect, analyze and operationalize data in provide the necessary technology to carry out, for
a targeted manner becomes a prerequisite for success example, A/B testing and to specifically train
for companies and the people who work in them. employees in methods and expertise, such as agile
However, technology alone is not the answer. There are management or even SCRUM technologies.
more and more tools out there that support and facilitate
the transformation only when they are used and filled 2. Think analytically
with life by the employees. So, what does digitization
and the trend towards data-driven models really mean When we talk about digitization, we talk about data. An
for employees in marketing? analytical way of working means first and foremost to
measure and see data as an advantage and added
The following key factors and core competences can value. Not everyone has to become a data scientist, but
serve as a frame of reference to evaluate the individual at least the basic concepts should be understood to be
situation in companies and to implement necessary able to evaluate data-based issues and provide proper
measures: decision making. Obviously, this includes asking
questions in such a way that they can be answered
with data.
10 September 2018 - Marketing Analytics, Automation & Attribution