I love marketing technology. As a sales enablement professional with over thirty years of applying new technologies to help salespeople succeed, the last few years have been exhilarating.
The MarTech buying frenzy has slowed recently, and the chickens have come home to roost. It's time to account for the investments made in these platforms and applications. Budgets have tightened, and marketers are seeking ways to justify their marketing spend.
I recently read an Inc. article that made me think. It referenced a recent Forrester Report that found that 73% of organizational data goes unused.
What a lost opportunity!
The answers marketers are looking for in how to justify their spend already exist in the data collected by all their marketing and sales applications. It just goes unused.
Why Does So Much Marketing Data Go Unused?
The problem comes from your data warehouse, which was supposed to be the answer to your problem. This data warehouse combines large amounts of data from multiple sources and typically stores it in a relational database that SQL references.
But stuffing these data into a warehouse isn't going to gain you much. And SQL is old-school and cumbersome. Plus, creating custom SQL queries can be challenging if you don't have an analyst on your team.
How Can You Uncover Those Insights?
It would be best to have a modern tool to uncover deep insights into your customers and marketing effectiveness. This tool is AI.
Want to learn more? Please find out how we use AI to gain insights and drive recommendations in Knowledge Graphs are Marketing's New Superpower
Comments