Are marketing departments prepared for big data?
I recently shared my thoughts on how marketing professionals are generally ill-prepared for leveraging the opportunities available for using data and analytics tools to gain deeper insights into customer behaviors and market trends. Here’s an excerpt from that discussion where I explain how B2B marketing leaders need to move beyond simply consuming data to using data in real-time and applying predictive analytics to better align the insights that are obtained with the strategic initiatives the organization is focused on. You can read further details in IBM’s Global CMO Study
Participating along with me on this panel were B2B marketing experts David Meerman Scott and Mark Wilson @Avaya. Thanks to veteran journalist Ellis Booker for moderating our discussion. View our Google Hangout discussion in full: Top B2B Marketing Trends 2013