Evidence for the New Data-Driven Marketing Value Chain

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Over the past month, we’ve been talking about the importance of a new data-driven marketing value chain. But we’re not the only ones—the concept of data-driven storytelling and insights is a hot topic in the marketing world right now. As evidence of the support for this approach, we’ve rounded up a few recent articles and posts from around the web with interesting thoughts about the importance and application of data: Integrated customer data—the best thing to happen to marketing since…

Discover Data’s New Marketing Value Chain for Yourself

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This month, Get There has explored the need to replace the Old Marketing Value Chain with a New Marketing Value Chain. We covered marketing’s goal throughout the past century: predictability. The more predictable marketing becomes, the better its tangible ROI as well as its intangible benefits will be. The gap between actual and ideal predictability has always been the source of waste and inefficiency. In today’s global marketplace, efficiency is more crucial than ever. In marketing, knowing how is no…

Three Ways to Reinvent Your Marketing Department for a Data-Driven World

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Many readers may be wondering, at this point, how to create an organization that effectively runs on data-driven insights. The answer? Stop focusing on the “how” of marketing and figure out the “why.” To get there, follow this three-step process: 1. Embrace a path of data analysis and optimization A scattershot approach to marketing data is no more useful than ignoring it all together. To improve marketing efficiency and predictability, marketing data must be paired with careful analysis and all-around…

Marketing Essentials: Reinvention Required

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As data-driven strategies become more prevalent, they will increasingly take center stage as a competitive advantage for smart companies. Put simply, the organizations with the most sophisticated use of data will win. While many organizations will use easily accessible data to become more analytics-focused, the secret lies in using multiple data sources and monitoring them regularly to discover the unfolding stories they hold. Mastery of data-driven insight will increasingly separate the marketing wheat from the chaff, yet putting these skills…

The Essential Three-Pronged Approach to the New Marketing Value Chain

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The Old Marketing Value Chain had two links: rules and tools. The New Marketing Value Chain has three links:      1. Data-driven insight      2. Truly quantifiable strategy      3. Application of creative and technology Data-driven insight, the first link of the new value chain, reveals “why” marketing works. It discerns hidden patterns in the numbers that improve the decision making process in the other two links. Intelligence derived from data can help you find your most profitable customers, identify…

Marketing Essentials: Data As Disrupter

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Here on the blog, this month is all about the evolution of marketing. As you’ve probably noticed, it’s changing fast and furiously. Our approaches to marketing and business decision making must be adaptable; we must evolve with the world around us. The most essential part of the New Marketing Value Chain is data. That does not necessarily mean big data, either, even though that buzzword gets a lot of attention. In recent years, we have gained widespread access to customer…

The Rules and Tools of the Old Marketing Value Chain

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For the past century, marketers have provided value by combining best practices with conventional wisdom and intuition and applying that knowledge across a platform of the latest, greatest tools and channels. In short, they mastered sets of “rules and tools” relevant in their time period. This is the Old Marketing Value Chain, as introduced last Friday. Throughout the 20th century, a number of people articulated the “rules and tools” based approach of their day. In 1923, Claude Hopkins argued that…

What is the Marketing Value Chain?

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Earlier this week, we described how marketing has historically fallen short of its ideal of predictability causing inefficiency and waste. Today, we’ll look at the traditional “Marketing Value Chain” to understand its shortcomings and why a new approach is needed. A value chain can be defined as a set of activities that an organization performs in order to deliver a product or service. The concept was first popularized by Michael Porter in his 1985 best-seller, Competitive Advantage: Creating and Sustaining…

Marketing: Same Goal, New Rules

Marketing's Future | Get There by Movéo

For over 50 years, many people suffering from certain autoimmune disorders have benefited from antibody replacement therapy. The precise mechanism by which this therapy works on these conditions has still not been definitively established. The bottom line is that often, it does work, though doctors cannot predict whether or not it will do so in individual cases. This situation should sound familiar to modern marketers. The discipline does work, sometimes even dramatically. But since its inception at the beginning of…

The Most Cost-Effective Market Research That’s Right Under Your Nose: The Employee Survey

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This is a guest post from Kevin Randall, Movéo’s Vice President of Strategy and Planning. This month, we’ve been discussing how B2B marketers can collect market data, including from primary market research studies, in an affordable, easy and useful way. One of the most inexpensive, yet invaluable (but usually overlooked) market studies a company can conduct is an employee survey. No, this is not an HR survey about job benefits, company outings, or rating your boss or peers. Instead we’re…