Akin Arikan

The movie Moneyball isn’t really about baseball. It’s not even about statistics. It’s about the way data can be used to challenge conventional wisdom, and its something those of us in the field of marketing metrics have known for a long time. And yet, too many businesses are missing out—for example they know that there’s a lot of buzz around big data, but instead of seizing the opportunity they ignore it.

That is to say almost all use data for creating nice dashboards by now, i.e. small data.

But many aren’t yet using the underlying big data and analytics to make the transition from one-size-fits-all marketing to behavior-based, personalized marketing programs. That is despite the fact that both marketers and customers stand to gain when interactions are more relevant, helpful, and real-time.

Why is it that many marketers aren’t yet taking advantage of big data analytics, especially in digital channels that are a natural fit, such as the web, mobile...

The WAA renamed itself to DAA (which was announced at eMetrics in San Francisco last Monday) to reflect the reality of how the profession/industry has grown since its website centric origins. That brings up the question what Digital Analytics should stand for?

No doubt,  every vendor (including me) and consultant will bellow now that digital analytics are exactly what he/she said all along that companies should be doing with analytics. And it is of course exactly what his/her/my company happens to be offering.

We’ll also see the more mundane proposition that Digital Analytics is the combination of web, mobile, and social analytics and also includes VOC, benchmarking, email analytics, search analytics, performance, replay, etc.

Nothing wrong...

And now to the last article with which our Digital Marketing Strategy series for the CMO will come to closure.

David Raab’s article on technology strategy to align with your digital marketing strategy is a gem and highly quotable throughout.

“There are warning signs that your company’s core marketing technology may itself need replacement. These include fragmented data, uncoordinated responses to customer needs, and difficulty in making changes to keep up with new business requirements.”

Now, if David’s recommendation was for companies to fix such a situation by dashing off to buy more marketing software, I’d be happy (as a vendor guy) but the article would have been...

For friends of analytics and interactive marketing, it is always a delight to find new technology vendors that take a fresh look at solving the problems in the market.

So, I was fascinated to learn about Whatsnexx’ and their paradigm for marketing automation: Customer State Marketing.