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Big data gives way to more flexibility

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Big data gives way to more flexibility

Big data gives way to more

The customer always comes first. This proverbial adage has been used countless times. Yet, it remains just as important today as before. Consumers continue to shift to digital-first lifestyles at unprecedented rates. In order to get in front of these audiences, brands began to realize that they needed to show they cared. That consumers deserved one-to-one experiences based on their own interests. They deserved individualization.  

The solution to this seemed simple. More data. The bigger the better. While the power and scalability of this Big Data was undeniable in terms of interacting with consumers, it also presented previously unforeseen issues like accessibility and actionability. With all this new data, how would a brand orchestrate and track touchpoints across solutions in order to form actionable insights and generate tangible revenue? The power is there, but harnessing it was still an unknown.  

The Big Data dilemma 

The acceleration to a digital-first culture has certainly increased our ability to be agile. But in this pursuit, we’ve also cultivated complexity. Multiple project management apps, an email vendor, landing page host, direct mail solution, the list goes on. Today, marketing teams work with dozens of different tools to make their lives easier. But as each solution is adopted, the tech web becomes harder to navigate. The data is at our fingertips, but it’s at the expense of cleanliness and effective orchestration between the different systems.  

For many, the problem lies in having too many apps—as many CTOs will tell you. But, if that were the case, things like your smartphone and your laptop would be nearly impossible to navigate. The real issue lies in the connectivity between the marketing tools that brands are using. Personalizing messages and marketing outreach across a consumer’s path to conversion is hard enough. But it’s exponentially compounded when tools, solutions, and data are not in conversation with each other. The goal should not be to shed weight but to create one integrated, dynamic, and accessible view of customer data.  

This desire for better and more actionable insights has led to the emergence of Customer Data Platforms (CDPs), which aim to unify customer and prospect data in one ecosystem. It provides a singular “data vault” to simplify how we reach customers, but it doesn’t solve all issues completely. The next step is to take this data and put it to work. To make it accessible and actionable. To use it to inform more calculated business decisions and craft more individualized marketing campaigns.  

Big Data should flow 

Agglomerating data is a big step. So big, in fact, that many marketers stop here. But this is only half the battle. At this stage, the data is essentially a black box, only seen or understood by a few. In order to unlock its true power, it’s important to make the data accessible and actionable everywhere. Unlocking this data not only makes it easier for teams to share, collaborate, and act on insights it also demystifies the process. This helps marketers learn to ask the right questions when figuring out how to optimize their efforts.  

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To achieve this, it’s important to work with a partner that can play well with the systems that are already in place. If the CDP isn’t able to recognize current solutions being used, then all of the benefits and effectively the point of a CDP are lost. The aim of the CDP is to scale and improve upon what internal teams are already doing while providing them with a uniform look at all customer data.  

How to unlock the value of your data 

We’ve discussed some issues that can arise from Big Data and why it’s important nonetheless. With that in mind, here are a few ways that marketers can use current marketing technologies and strategies in order to make the most of their data.  

Ensure low- or no-code functionality 

One of the more grueling aspects of data management is just that: the management itself. Exporting and importing data, creating charts, pulling specific accounts. It can be daunting. Work with tooling that enables marketers to drag, drop, and autofill many of these elements to empower them to dig into the data more readily.   

Pair first-party data with intent

Both first-party and third-party data can effectively engage and convert target audiences. But relying on one data set over the other would be a mistake. First-party data is an amazing way to find insights about the products or services consumers are most interested in once they come to your site, but it doesn’t extend much beyond that. Enrich your first-party data with third-party to get more insights into consumers’ overall online behaviors, actions, and interests.  

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Invest in cookie-less identity resolution practices

The deprecation of cookies isn’t quite here yet, but it’s an inevitability with Apple and Google’s announcements last year. Because of this, it’s important for marketers to develop a multifaceted approach to identify and engage with customers across all marketing channels and in each stage of the sales funnel. The most powerful way to do this is to continuously and automatically enhance your first-party data with rich, third-party data that tells you how consumer attitudes are shifting in real-time.   

Don’t separate learnings from action

In other words, don’t make things too complicated. CDPs are great at connecting data, but the next step is to get it into the hands of those who will actually be using it. Analytics tools are great for those who delve into them on a daily basis. But the real power comes from taking the data collected within the CDP and making it accessible to all users in a network through the apps and tools that they use most.  

Conclusion 

Data can and should be a great democratizer for marketing teams. Too often, marketers feel that data is inaccessible or confusing. As the shift to digital continues to intensify, a shift also needs to happen within marketing teams. Marketing automation and insights tools can work to “open the curtain” on the truth that the data are actually revealing. With this accessibility, insights can be obtained in a quick and independent way, enabling marketers to pivot and optimize more effectively than ever before. 

To read more about this topic, you can download The Business Case for Data Usability, written by Zeta.

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About The Author

1641995816 281 Big data gives way to more
Zeta Global Holdings Corp. (NYSE: ZETA) is a leading data-driven, cloud-based marketing technology company that empowers enterprises to acquire, grow and retain customers. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. The ZMP analyzes billions of structured and unstructured data points to predict consumer intent by leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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