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营销与数据之间的关系是公司当前所面临的最具挑战性的战略机遇之一。想要赢得这场对决变得越来越困难,原因是数字化对传统生活的颠覆,实时在线、实时连接文化,以及多种渠道汇聚的碎片化信息。毫无疑问,数据营销的困境正在不断加深,且不会停止。在担任首席营销官的这10年里,我和数千名市场营销人员打过交道。很多营销领袖在餐桌上、小组讨论会上、主题演讲中或私下聊天时都谈到了他们的营销经历。他们谈到自己如何想方设法让公司在这个数据启蒙时代为顾客提供更好的体验,同时提高营收。他们的
The relationship between marketing and data is one of the company’s most challenging strategic opportunities. It is becoming increasingly difficult to win the showdown because of digital subversion of traditional life, real-time online, real-time connection culture, and fragmented information gathered across multiple channels. There is no doubt that the dilemma of data marketing is deepening, and will not stop. During my 10 years as chief marketing officer, I dealt with thousands of marketers. Many marketing leaders talk about their marketing experience at a table, at a panel discussion, in a keynote or in private chat. They talked about how they managed to find ways to empower their companies to deliver a better experience to their customers during the Data Enlightenment, while boosting revenue. Their