marketers live in a glorious era

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Today, with more information about customers than ever before, but at the same time it is more difficult. Because it reaches a point where they are inundated with data. Structured and unstructured. The task of making sense of this data is where technology can help. And enable the creation of new approaches.

A recent study by Aberdeen, which poland mobile database 180 marketers, revealed that more than 40% of respondents pointed to the effectiveness of their campaigns as the greatest advantage of aligning Marketing and IT departments. The ability to target actions and thus obtain better ROI was the second reason given for using Big Data and analytics tools.

In this regard, Adele Sweetwood, Vice President of Marketing at SAS, points out that the use of analytical techniques allows, for example, to reduce opt-outs in email campaigns by between 30 and 40 percent. This means that the success rate is higher, in some cases in the order of 50 percent. “All of these results must be attributed not only to the intelligence and creativity of marketers but also to their ability to obtain data, analyze it and understand it, in order to make better decisions,” she adds. This can only be achieved if there is alignment between the IT and Marketing departments. An opinion shared by Berni Mobley, Vice President of IT Enterprise Services at SAS. “IT has traditionally considered the internal business units that it ‘serves’ as its customers. We need to change this perspective from being an internal service provider to looking at the company’s customers in conjunction with Marketing.”