Over the past decade there have been huge investments in marketing and advertising technologies, and in data analytics platforms to help companies better deliver their messages and manage the customer response. At the same time, marketers are expected to take a more direct role as advocates and champions for the customer. 

Yet, the expertise marketers have developed during that time often gets locked up inside the department, according to marketing leaders. As a result, there is still little understanding among the CMOs leadership peers of exactly what the brand understands about the customer, and how that information might be more widely applied.

According to Karen Ganschow, the head of data sciences at First State Super, non-marketing executives are often unaware of the sophistication and extent of analysis available from the work that marketers do.

She said, “There are insights in, for example, digital engagement and optimisation that marketing uses to improve their campaign performance but it is not often that marketing shares those insights with other teams in a way that is relevant for other teams.”

Gavin Heaton, founder and Co-CEO Disruptors Co, acknowledged that the big push over the last five years for marketers to become more data-savvy has paid dividends. 

“We now have very powerful data tools, automation options and insight analysis available at our fingertips. This now means that marketers have a whole language and range of measurements that are specific to their role – but this is not always clear to their peers.”

Marketing leaders, we spoke too said that there are many ways in which data collected by marketing can be utilised beyond campaign activity.

“Usage data, of course, is interesting in product design. Which profile of customers are engaging or not engaging can inform product design, channel placement, and pricing,” Ganschow said. 

Voice of the user programs can deliver product insight from your best customers and even help crowdsource feature requests, say marketing leaders. 

Beyond that, brand advocates provide a ready stream of product testers, and can help to identify supply chain issues and dramatically reduce product support costs.

Teresa Sperti, the founder of Arktic Fox who was previously the CMO of World Vision noted that the investment in martech is accelerating the rate of data capture by marketers both directly and indirectly.  

“Whether it be through analytics platforms, marketing automation, DMPs, and other platforms, organisations now have access to a host of data that wasn’t available historically.”

About this author

Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit of which ADMA is a corporate member. Members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply. 


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