Marketing Governance

Fred van Westerop, districtmanager Northern Europe at Teradata, talks about Big Data Marketing.

How do today’s marketers truly view their ability to harness and leverage big data to produce measurable results?

That’s the question posed by the team at Teradata. And the answer may be found by diving into the extensive new Teradata Data-Driven Marketing Survey 2013.

The global results offer an in-depth look at some key issues, including marketers’ perceptions of how their companies use data to guide marketing decisions, perceived barriers to using data to drive marketing, and where marketers’ expect their organizations to place data-driven priorities over the next couple of years.

 TDC) has released the results of its pan-European marketing study, “The Data Driven Marketing Survey 2013, Europe”. The study reveals that a shift to digital channels and the increasing importance of data have led to a “class structure” in marketing technology investments among companies using these solutions. Telco and IT companies invest almost 20% of their marketing budget on improving their marketing infrastructure, whilst retail (17%) and finance (13%) are close followers. Overall, however, 50% of marketing departments across all industries surveyed spend less than 5% to improve their marketing with technology investments.

In creating the report, Teradata eCircle surveyed more than 1,100 marketing professionals ranging from CMOs and key decision makers to marketing managers and technology users, from 19 European countries and across nine major industries, to uncover the challenges and trends in data-driven marketing adoption by European businesses and how marketers use technology to master them.

The study shows that despite the current, uncertain economic climate, the shift to digital is significant. Marketers still plan to increase their spending in digital channels, especially in social media (79%), mobile marketing (79%) and online display advertising (70%) within the next 12 months. What’s more, the first seven channels marketers plan to invest in are digital, with call centers being the first non-digital investment priority in 8th place.

The research also highlighted marketers’ desire to embrace data, citing it as a key driver of marketing success, with data-driven marketers more than twice as satisfied with their marketing programs than their counterparts who are not basing their decisions on data.

With two-thirds of marketers claiming a lack of simple metrics and the short-term view of their marketing departments as their biggest obstacles to success, the findings provide an eye-opening insight into the struggles facing the modern multi-channel marketer. In fact, the single biggest challenge facing marketers in 2013 was revealed to be the pressure to increase revenue.

Out of the more than 50% of marketers utilizing seven or more channels, the research also found that only 33% currently have Campaign Management technology to monitor their activity, whilst a mere 17% use a Marketing Resource Management solution. Notably only 10% use both.

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eCircle, European leader in cloud-based digital marketing.

With the acquisition, the three companies hope to combine Teradata’s analytical capabilities, Aprimo’s Integrated Marketing Management, and eCircle’s digital messaging solution. This will enable marketers to create integrated customer experiences across online and offline channels that leverage Big Data insights to grow existing customers, attract new customers, and increase revenues. The addition of eCircle more than triples Aprimo’s European team, expertise and reach in all major European countries, creating the largest marketing applications provider in Europe and enabling the delivery of eCircle solutions globally. Read More

BrandMaker, the software vendor was rated the best in its field by the annual Gartner overview. According to the research firm, however, the field is very difficult to compare with last years quadrant. The vendors providing marketing software are becoming increasingly mature, but the companies that adopt their solutions have grown in the way they employ the technology. Moreover, recent mergers and takeovers have shaken things up in the quadrant.

Two of the major players, Teradata and IBM, entered the quadrant two years ago by taking over Aprimo and Unica respectively. SAS joined only last year with the acquisition of Assetlink. On the other hand, large companies such as Alterian and Oracle have disappeared off the map, while CDC Software, Code Worldwide, and PTI Marketing have entered the field. Read More

If its relevant to you, you can track it with Aprimo.  Aprimo/Teradata is an international software vendor offering Marketing Resource Management and Integrated Marketing Software solutions. The MRM module automates core marketing processes and optimizes the allocation of resources. Budgeting, planning and metrics are all covered in this module, promising full control over marketing operations. .

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