Organizational silos, disparate data sources, legacy planning processes, and constrained resources have all contributed to “the data-driven organization” being more of an aspirational state than a strategic imperative for making more informed marketing decisions. Sound familiar?
Recently I presented a session at Integrated Marketing Week entitled "What it Really Takes to Become a Data Driven Marketing Organization" that addresses the operational and cultural needs that drive what ultimately is a part of a broader digital transformation. Marketers understand the need for proper data utlization, data driven decision making and a shift to a more iterative and agile marketing process. Marketers today manage numerous data driven marketing activities, but face a number of challenges becoming data driven marketing organizations.