The Data-Driven Marketing Trends Briefing, produced by Econsultancy in partnership with Oracle Marketing Cloud, aims to provide a snapshot of data-driven marketing and the role of data management platforms (DMPs), exploring how brands seek to address the challenges and opportunities in this area, and where data-driven marketing is headed.

It is based on the issues discussed by digital marketers at Econsultancy’s roundtable-based Digital Cream 2015 London event, held in March.

This trends briefing also identifies the building blocks and key success factors that underpin effective data-driven initiatives. These guidelines can help marketers move from a lack of processes and unstructured data to managing data strategically, extracting valuable insights and exploring adjacent applications of their data.

Trends and developments featured in the report

  • Striking the balance between volumes and value: most organisations are caught in a deluge of data, but few have the necessary resources, processes or simply willpower to wade through and generate value.
  • The chicken and egg problem of data: are organisations not doing enough with their data because they don’t understand it or are they not understanding data because they’re not actually doing a lot?
  • A cultural change is needed: the most significant barrier to effective data-driven marketing relates to the degree of collaboration between IT/data, marketing and sales teams.
  • Data management platforms are best placed to take advantage of the increased appetite for data-driven marketing, helping marketers ground each of their decisions in data. 

Digital Cream

An exclusive invitation-only roundtable event, Digital Cream is an opportunity for senior client-side marketers to learn from each other about the latest best practice, what’s working and what’s not.