Data-First Marketing: Using Data to Improve Marketing Outcomes

Thursday 9:45am-10:15am

Data-First Marketing: Using Data to Improve Marketing Outcomes

Speaker: Janet Driscoll Miller | President and CEO | Marketing Mojo

You might have heard about data-driven or data-based marketing strategies and decisions. This seems straightforward — that marketers would use information they have collected to develop strategies and make better decisions about content, campaigns, etc. That's the foundation of Data-First Marketing.

Data is critical for marketers today. No one thing has the potential to impact our marketing efforts and ROI, for the better or the worse. Data, and more specifically, deriving value from data, can create true competitive advantage for businesses and not doing so when everyone else is focusing on that, can put a business at a competitive disadvantage.

But Data-First Marketing also represents a mindset. It is a reminder to marketers that they must start determining about how to produce, collect, integrate, and analyze data from all campaigns and across all channels from the very beginning. All campaigns should always be aligned, not just to marketing goals, but to business goals and strategy, and the only way to prove marketing value relative to business goals and strategy is through data.

Lastly, Data-First Marketing emphasizes a dramatically different approach to day-to-day marketing operations, where results shown directly in the data are open and transparent and should be built upon to improve for the next campaign and so on in an iterative process that make marketing organizations stronger, better, and faster.

In this session, Janet will review the concept of Data-First Marketing and the steps required to achieve a data-driven marketing organization.

  • Track data accurately to critically prove the value of marketing to the organization and demonstrate how marketing meets the business' goals

  • Achieve Data-First Marketing by creating a data-first mindset in the marketing organization

  • Accurately collect data and align the business' goals — the key to evaluating the true success of each campaign

Attendee Experience Level: This session is for those that have a basic idea of the topic, but very little experience implementing and for those who are experienced in the topic, but have not gotten to advanced concepts.