There is a lot of pressure on CMOs these days to have a big data strategy. “Big data isn’t in itself the strategy,” says Paul Alfieri, Senior VP of Marketing at marketing software company Turn, “Big data is the enabler for a much richer, more personalized (product marketing) strategy.” In this episode of Moneyball for Marketing, we delve into what Paul calls an “audience first strategy” where the role of Big Data is to help build buyer profiles and then personalize product marketing across all of the various marketing channels through which those buyers interact with your brand. Highlights include:
Paul Alfieri is the Senior Vice President of Marketing for Turn, a marketing software company. Turn builds software that helps marketers find, understand, and communicate with their most important audiences. The company helps businesses like Kraft, Unilever, DirecTV, Progressive Insurance and others use data to build stronger relationships with their customers and prospects. Paul previously led marketing at Limelight Networks, a content delivery network; and held brand management and corporate communication positions at Motorola, where he won two Billboard music awards.
Read the full transcript here
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.