Data. Data proliferates in form, grows exponentially in volume and flows from an ever increasing number of devices. So data’s potential to make us smarter constantly increases and promises to guide us to better and better decisions. Certainly not a new argument, 16 years ago a mentor told me, “Better data drives better decisions, so the person with the best data—on average and over time—will win.”
So let me ask you a question: How much has decision quality improved at your organization over the last 12 months? Over the last 36 months? How reliable and data driven are your investments in different marketing tactics? How much real-time decision support is provided to inbound channels? Can you optimize customer level communication strategies across channels for competing corporate objectives?
I imagine your responses were not too enthusiastic. In fact, I would predict that less than one-fifth of readers will respond enthusiastically to each of the five questions. Pessimism? No, just data. Over the last three years I conducted several studies, leveraged dozens of others and talked to hundreds of companies. Data is a challenge for organizations. Reports from Gartner, Forrester, the CMO Survey and other firms all support this.
Who should we blame for this widespread inability to leverage data? Senior marketers setting the marketing strategy? Campaign managers designing the campaign? Statisticians building the models and analyzing the results? Or the technology teams signing off on all the database and marketing technology specifications? I don’t really care. I think the right tools help us all look better—regardless of role. And just like my views of which woodworking tools will most help me in my workshop has evolved, so have my views of which tools will help organizations leverage data to drive customer engagement.
In RedPoint I saw a marketing platform that excites me. A platform built for data – all data. Here’s are four reasons why I joined the team:
I feel fortunate to have joined a group of wicked smart, passionate co-workers. People who believe that technology can improve marketing and customer experience. And I’m excited to work with some of the most satisfied clients in the industry. That’s why I happily joined RedPoint Global.