Data analysis is fast becoming one of the most important strategic tools in the marketer’s tool chest. Understanding the profiles and behaviors of your existing customers and anonymous potential buyers is mission critical marketing intelligence. What’s more, the insights gained from marketing analytics can go a long way to improvements in product development and customer service as well. With so much data to wade through, however, it can be a daunting task for CMOs to create a data strategy that serves multiple constituents and produces a return on investment. Enter Isabelle Guis, Chief of Marketing at secure file sharing service provider Egnyte. With 10 data scientists on board—a full third of her marketing team—Isabelle is deeply engaged in the art and science of leveraging data across departments. In this Moneyball for Marketing Podcast, Isabelle shares insights from her experience building and executing a business driven marketing analytics organization.
Content Comprehension: Isabelle shares Egnyte’s core strategy of “Content Intelligence,” whereby the company analyzes and shares insights on all aspects of its customers’ content engagement and explains how marketing intelligence has become a vital part of their product offering.
IT = Internal Teamwork: “IT is the no in innovation,” too often, says Isabelle. She reveals how the marketing and IT organizations at Egnyte overcame the conflict of interests that exist at other firms, and reveals some of the marketing analytics tools and business benefits that have emerged as a result.
Profit Predictions: Isabelle reveals the three specific means used at Egnyte to perform predictive marketing analytics, issues one cautionary note to organizations new to predictive marketing intelligence and describes how SaaS companies in particular can use data to achieve ROI in real time.
Isabelle Guis is the Chief of Marketing at Egnyte, overseeing all global marketing as well as product and go-to-market strategies. She previously served as EMC’s Vice President of Marketing for the Public Cloud Solutions Group and Enterprise Storage Division and also held leadership positions at Avaya, Big Switch Networks, Cisco Systems, and Nortel Networks. She holds a Master of Science in Electrical Engineering and Computer Science from Supelec (France), and an MBA from Harvard Business School.
Egnyte provides Adaptive Enterprise File Services that uniquely anticipate IT and end-users’ needs to securely, easily and intelligently share files on-premises and in the cloud. Interoperable with cloud, storage, device and productivity applications via its APIs, Egnyte offers customers secure access, centralized control, unified visibility and content intelligence to optimize their file-sharing environments.
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Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.