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Biggest problem facing business today in "Big Data Marketing"

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Harmeet
New Update

CHICAGO, USA: She calls it "the big data hairball," and with that descriptor alone, every business leader knows exactly what Lisa Arthur, chief marketing officer of Teradata Applications, is talking about: Corporate data. Marketing data. Big data. All data. Data. Data. Data.

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"Yes, endless data is a daunting challenge for modern business, alright. And with data increasing in volume, velocity and variety across every part of your company every second of every day, you need an enterprise-level strategy to 'untangle' the hairball; otherwise, you'll never leverage the riches it contains to drive sustainable top-line growth," says Arthur.

Business leaders know value is lurking within all that data; but how can they begin to turn data ... into revenue? The good news from marketing veteran Arthur is: Your big data challenge can be addressed most readily by starting with marketing -- data-driven marketing, to be specific. And in her new book, she gives readers a road map for doing precisely that.

Big Data Marketing is a priority read for executives, marketers and others who want to tackle big data and use it to improve customer experiences, show revenue impact and demonstrate the value of their own roles. After all, many of today's business leaders find themselves caught in an intensifying snarl of data.

They're also paralyzed by internal silos and hamstrung by outdated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle what has become a company-wide problem.