A 12-Step Guide for Driving Marketing Action With Data

by Laura Patterson

Published on February 16, 2010

Tags: Collaboration, Marketing Tips, Measurement, Segmentation

Are you facing increasing pressure from your leadership team to justify your marketing decisions?

Most marketers can no longer afford to make decisions based on intuition or gut feel. Today, making good decisions requires data. Data and technology enable marketers to act and react.

Very few marketers would suggest that data is not essential to being more effective. And most organizations are not lacking data. Data is everywhere.

The real challenge is gathering, extracting, analyzing, and presenting data to drive decision-making and action.

Data-Driven Marketing Culture

Marketing organizations that leverage data to maximize their efforts and optimize their marketing investments are considered data-driven cultures.

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Laura Patterson is president and co-founder of VisionEdge Marketing, Inc.. Her most recent book is Metrics in Action: Creating a Performance-Driven Marketing Organization. Reach her via laurap@visionedgemarketing.com.

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