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5 Steps to Data-Driven Marketing
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Re: A sad song
  • 1/31/2014 11:55:43 PM
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Phoenix, it's a good point about IT and MBA training, though marketing experience is really what is needed. Many IT professionals must learn how to convey a technical advantage into a short message for end users to understand the value.

Re: A sad song
  • 1/31/2014 11:39:36 PM
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It may seem niche now, but the need to combine an understanding of classic marketing with digital media functionality will drive more data-driven marketers into the workforce. But many firms in the meantime are spending on tools almost faster than they do for human resources.  

Re: A sad song
  • 1/28/2014 1:46:26 AM
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@Micheal I agree that it is going to be difficult to find people specialized in both fields. But there are many IT specialists who have completed their MBA. They have a background knowledge of marketing since it is usually a subject covered in a MBA.

Re: A sad song
  • 1/27/2014 10:58:33 PM
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You're right, Phoenix, but -- the question is -- where do you find these magical people? Are they marketers who worked with tech companies, or technicians who worked in marketing firms, or a mixture of both? It sounds like a pretty niche specialty.

Re: A sad song
  • 1/24/2014 10:54:59 PM
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The strategy of having people with expertise in both marketing and IT seems like a good idea. It's likely that they would be more willing to adopt to changes. They could also act as change agents because they would be able to understand the point of view of both IT and marketing and help others do the same.

Re: A sad song
  • 1/24/2014 2:12:04 PM
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First off, nobody said it would be easy! But the organizations that Arthur profiles in her book -- like the American Red Cross -- are hardly IT companies.

I also couldn't distill every piece of advice from the book into a short blog. But what are the kinds of challenges and obstacles that you've heard about from folks who are trying to bridge the divide?

A sad song
  • 1/24/2014 2:07:17 PM
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Michael, Teradata's research findings certainly jive with the results the Economist Intelligence Unit points out its  "Voice of the customer: Whose job is it, anyway?," report we've featured in the latest A2 Infographic. Arthur's advice seems simple and straightforward enough... perhaps too much so. Marketing execs at IT companies may have an easier time of selling the data-driven marketing vision and getting the IT folks to play nicely than those who are at companies that don't quite appreciate technology as much. The road to full analytics adoption is complicated and fraught with politicking, I'm afraid.

 



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