Really exciting times to be in
Marketing. Well, personally for me they are (the geek in me just loves
how databases and analytics have become so critical to marketing! 
)
)
It is incredible how central data is
becoming to the art and science of marketing. Infact marketing nowadays
is so data driven that it is more science than art.
And I am not referring to ROI and
marketing measurement data. Usage of that data is to be able to speak
the same language as the CFO and CEO; to get a seat at the table in the
executive suite. Something that the marketing organization has had to
learn to meet the CFO’s standards.
I am referring to a data driven approach
that has been driven by the marketing department itself. And this has
been driven by the marketing department’s desire to run programs that
are not gambles. Campaigns that are designed with the customers and
their behaviour in mind and therefore hit the target more often than
not. And that has brought us today to a time where databases and
analytics are critical for marketing to succeed.
Not being familar with database management and analytics is not an option anymore.
