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We recently spoke with Daniel Cantorna, Head of Data Products at ICLP, to give us his insights with regards to the future of big data in 2017 and his specialty which is data driven marketing. Daniel has worked on marketing automation programmes and has architected solutions to collect, store and understand customer data, as well as having created several data products that allow marketers to drive better decisions. Here are some of his thoughts:
The Difference Between Data-Driven Marketing or Data-Informed Marketing. There is a big difference between data-driven and data-informed marketing, but the two approaches can strengthen each other.
Essentially, data-driven marketing is the direct use of insights or outcomes from data analysis to inform a marketing decision which then impacts on a customer experience in some way. For example, offering special discounts to customers who click on your ad, visit your web page, or sign up for your mail list.
On the other hand, data-informed marketing describes a process whereby the outcome of some data analysis may inform or direct a future decision e.g. we have noticed that there is a dip in sales when products are advertised using these (x, y, z) words, so let’s try using a different product …
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