Data-Driven Marketing Campaign Optimization

July 6, 2014

The advancing complexity of marketing technology is accelerating and deepening the need
for a greater understanding of how Big Data and marketing analytics can drive better
business results.
This qualitative research provided by a panel of experts (see page 18) as well as from my
years of working with marketers provide a framework for marketers to evaluate how well
they are incorporating data analytics into marketing automation. Using this framework will
help marketers to not only identify what level they are at when using data analytics to
support marketing campaigns, but also help them evolve their company’s data analytic
capabilities to optimize bottom-line results.
This report offers insights into three of Constellation’s primary business research themes,
Digital Marketing Transformation, Next-Generation Customer Experience and Data to
Decisions. Our research aims to provide insight into the tough business problems business
leaders face today.
The Digital Marketing Transformation theme, in particular, is designed for those who are
leading their organizations from an analog world into a digital world. Chief marketing officers
(CMOs) must involve themselves in Big Data and analytics, social networking as well as
community building, reputation and loyalty. The future is real-time, digital convergence.
Research in this area is focused on how organizations are making the shift as they straddle
the analog and digital worlds. Success stories and lessons learned provide insights for CMOs
who are having to perform while the very foundation of what they have known for years is
constantly changing right in front of them. This report looks at the integration of campaign
management and the use of Big Data to make not only better, more successful campaigns,
but also provides marketers with far-reaching stretch goals as they grow proficiency in this
area.