By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    data science anayst
    Growing Demand for Data Science & Data Analyst Roles
    6 Min Read
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Closing the Divide Between Marketers and Data-Driven Marketing Platforms
Share
Notification Show More
Latest News
ai in automotive industry
AI Is Changing the Automotive Industry Forever
Artificial Intelligence
SMEs Use AI-Driven Financial Software for Greater Efficiency
Artificial Intelligence
data security in big data age
6 Reasons to Boost Data Security Plan in the Age of Big Data
Big Data
data science anayst
Growing Demand for Data Science & Data Analyst Roles
Data Science
ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > Closing the Divide Between Marketers and Data-Driven Marketing Platforms
Big DataBusiness IntelligenceCRMMarketing Automation

Closing the Divide Between Marketers and Data-Driven Marketing Platforms

annbreckenkamp
Last updated: 2014/04/23 at 5:26 PM
annbreckenkamp
5 Min Read
Image
SHARE

At its Digital Marketing Summit, held during the last week of March in Salt Lake City, Adobe presented its stance on the future of digital marketing with little ambiguity: “Digital Roadblock: Marketers Struggle to Reinvent Themselves.” At the conference, Adobe presented statistics from its recent survey of 1,004 U.S. marketers, reporting that 30% of those surveyed cite lack of training as a barrier to “becoming the marketers they aspire to be.”

At its Digital Marketing Summit, held during the last week of March in Salt Lake City, Adobe presented its stance on the future of digital marketing with little ambiguity: “Digital Roadblock: Marketers Struggle to Reinvent Themselves.” At the conference, Adobe presented statistics from its recent survey of 1,004 U.S. marketers, reporting that 30% of those surveyed cite lack of training as a barrier to “becoming the marketers they aspire to be.”

Image

Working in a rapidly evolving world dominated by complex technology and messy data, today’s marketers feel more pressure than ever to become analytically savvy, or risk being forced out of their jobs. Expanding one’s skill set is always advantageous, but is the pressure felt by these marketers due to an actual capability shortfall, or is it just because most of the analytics tools and marketing platforms on the market today are too difficult to operate?

More Read

ai in automotive industry

AI Is Changing the Automotive Industry Forever

SMEs Use AI-Driven Financial Software for Greater Efficiency
Growing Demand for Data Science & Data Analyst Roles
Key Strategies to Develop AI Software Cost-Effectively
AI is Driving Huge Changes in Omnichannel Marketing

The question comes down to what is expected of digital marketers as companies build out increasingly more data-driven strategies. “Big data” is all the buzz right now, but it’s not universally understood what it means to apply big data to your marketing operations. It’s a constantly moving target for what a successful strategy looks like, let alone what skills are required to execute it and measure its impact. It’s no wonder many marketers are feeling overwhelmed — a field that historically was driven by “gut feeling” is starting to demand a working knowledge of data science.  

There’s no universal curriculum or planning agency for data-driven marketing. This means there is no standardization of skill sets and no measurable stance of what the “basics” include, like what PMP, PE and CISSP certifications provide for their respective industries. Not only do many of today’s marketers not have a clear understanding of what they need to do in order to succeed in a more data-focused role, but they have even less idea of how they would go about getting there. This is where there’s an opportunity for technology to empower non-technical marketers to access and apply data that they wouldn’t be able to otherwise.  

To orchestrate even the most basic strategy at scale requires an automation solution, so it’s no wonder that’s a crowded space. The tools on the market have tried to keep up with the industry’s new obsession with data, releasing suites of new features that enable progressively more complex logic and analysis. Problem is, most of them can’t be fully utilized the way they were intended if the end user is non-technical.

Granted, it’s not a simple task to aggregate data spread across disparate systems, make sense of it, and turn it into something actionable. But as technology platforms become more sophisticated, it is possible to hide these processes in the backend and surface them through a simple interface that doesn’t require a mathematician to operate. Designing with the end user in mind — today’s marketer, who doesn’t know SQL, statistics or decision trees — should be the goal of every marketing automation platform.

I’m curious what widespread exposure to a simple, intuitive user interface for marketing automation would do to Adobe’s 30% figure and the number of marketers who feel more empowered.

annbreckenkamp April 23, 2014
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai in automotive industry
AI Is Changing the Automotive Industry Forever
Artificial Intelligence
SMEs Use AI-Driven Financial Software for Greater Efficiency
Artificial Intelligence
data security in big data age
6 Reasons to Boost Data Security Plan in the Age of Big Data
Big Data
data science anayst
Growing Demand for Data Science & Data Analyst Roles
Data Science

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

ai in automotive industry
Artificial Intelligence

AI Is Changing the Automotive Industry Forever

5 Min Read
Artificial Intelligence

SMEs Use AI-Driven Financial Software for Greater Efficiency

10 Min Read
data science anayst
Data Science

Growing Demand for Data Science & Data Analyst Roles

6 Min Read
ai software development
Artificial Intelligence

Key Strategies to Develop AI Software Cost-Effectively

10 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots
ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?