What are marketers obsessing over that isn’t such a big deal, and what are they ignoring that they should be paying more attention to?
The answer, as always, is data.
Marketers know the importance of data, but sometimes they don’t know the purpose of what they’re collecting. It’s vital to focus on the metrics that matter.
Quantity over quality is another issue. Many marketers collect too much information—which gets added to what Teradata Applications CMO Lisa Arthur calls the “data hairball“—but it’s not necessarily used in any kind of productive or effective way.
We tapped some industry movers and shakers at DMA2013 in Chicago to get their take.
- Ryan Phelan, VP of global strategic services, Acxiom
- Jeff Allen, Director of product marketing for analytics, Adobe
- Dennis Dayman, former chief privacy and security officer, Eloqua
Says Phelan: “The one thing [marketers] should be obsessing about is the ability to target via data, insights, even their own response data.”