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How To Think About Big Data For Marketing

Posted on March 12, 2014 by Glenn Gow

Marketing has historically been about a big idea and about creativity, but we’re seeing that shift drastically to accountability in marketing. Marketers are increasingly looking for ways to prove that the dollars they spend have a measurable ROI.

On this episode of Moneyball for Marketing, Cory Treffiletti shares his expert insight on how to prove the value you bring to the table and justify increasing marketing spend. Key points include:

  1.  Applying marketing technology enables the automation of buying and selling for media. This develops the enterprise marketing solution set, which helps you simplify the understanding of the landscape.
  2. There are three tiers of an enterprise solution for marketing. The first tier is a data layer (where you make sense of the data and put it to use); the second tier is the execution layer (the platforms and channels where your message meets your audience); and the third tier is the marketing analytics layer.
  3. Approach data integration by looking at data from multiple sources, bring it into a single platform, and then be able to identify which of the data points are the most valuable.

How is big data being incorporated into your marketing solutions? Share your thoughts below!

has been a thought leader, executive and business driver in the digital media landscape since 1994.  Cory is currently SVP of Marketing for BlueKai (recently acquired by Oracle) and has authored a weekly column on digital media, advertising and marketing since 2000 for Mediapost’s Online Spin.  Cory spent many years primarily on the agency services side of the business as a successful executive, media expert and/or founding team member for a number of companies.  Cory was part of the initial team and VP Client & Media Services for i-Traffic (acquired by Omnicom), VP Media Services for Freestyle Interactive (acquired by Aegis/Carat), SVP Managing Director for Carat Fusion (Interactive), VP Media for Real Branding (acquired by Schawk) and President of Catalyst S+F.  In the start-up media space his experience includes Director of Marketing for IUMA, the Internet Underground Music Archive (acquired by eMusic), Chief Marketing Officer for Sharkle (acquired by ViTrue, then Oracle), Co-Founder of Republic Project (acquired by DG/MediaMind) and Co-Founder of The Virtual Fan Network.  Cory is a graduate of the Newhouse School for Public Communications at Syracuse University and is also the author of “Internet Ad Pioneers” (available on Amazon.com).
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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