XT…新营销组织的崛起（福布斯）

THE RISE OF THE NEWMARKETING ORGANIZATION THE GROWING ADVANTAGE GAP BETWEEN DATA-DRIVENAND TRADITIONAL MARKETING APPROACHES CONTENTS Foreword........................................................................................................................................2Introduction and Methodology..............................................................................................3Executive Summary.....................................................................................................................5Key Findings...................................................................................................................................6The Digital Marketing Continuum.........................................................................................7Data-Driven Marketing Results..............................................................................................9Data-Driven Marketing on the Rise......................................................................................11The Power of Analytics............................................................................................................13Decision Making and Organizational Transformation..................................................16Leadership and Skills Development..................................................................................20Enabling Technologies............................................................................................................23Becoming a Data-Driven Marketing Leader....................................................................26Acknowledgments....................................................................................................................28 FOREWORD For the third year, Turn and Forbes Insights have partnered to survey marketerson their perceptions on a topic of significant relevance to the advertisingindustry. This year, our focus is on how and why businessleaders should build “data-centric” enterprises toleverage the full power of all of the insights andresources at their disposal. The study shows thatwhile some forward-thinking executives have thetools and people in place to win with data, manycompanies need help to become fully fledgedmodern marketers. In the pages that follow is awealth of expertise and guidance provided byadvertisers at the top of their data game. Turndeliversreal-timeinsightsthattransformthewayleadingadvertisingagencies and enterprisesmakemarketingdecisions.Ourintegratedcloud platform enablesdatamanagement,cross-channeladvertising,and advanced analyticsfrom a single login, along with point-and-clickaccess to more than 150integratedtechnology partners.Turnis headquartered in Silicon Valley andprovidesits products and servicesworldwide. For more information, visitturn.com or follow @turnplatform. Whilesome may be“laggards”and others“dabblers,”every company has the potentialtobecome a data-driven marketing success.Investment in resources and expertise is required,butit is even more important to commit towholesale change and put data at the center ofeverything you do. Turn works with the world’stop brands and agencies to do just that—helpthemtransform their marketing and becomedata leaders. We hope that you will use theseinsights to become a data-centric marketer too. SVP, Marketing, Turn INTRODUCTION & METHODOLOGY For marketers, the digitization of business has opened up a new world. Nolonger are they forced to launch campaigns while blindly relying on gut instinctand hoping for the best. Marketing and advertising campaigns that succeeddo so by integrating a range of intelligent approaches to identify customers,segment, measure results, analyze data and build upon feedback in real time. In today’s global economy, there is a great urgencytobe able to conduct data-driven marketingcampaigns,as organizations are under pressureasnever before to deliver results.“Data-drivenmarketing” is the practice of employing data toachievemarketing goals and measure results,through engaging customers and delivering greatervalue to the business. This builds upon a number offorces, such as increasingly digitized operations andincreasinglydemanding and digitally connectedcustomers. “It’s always been aboutwho buys it, when didthey buy it, where didthey buy it, and whatdid they buy.” Data insights have long played a role in efforts todrive business growth and reach new and existingcustomers.Insights generated by customer andtransaction data have helped answer the four w’sof marketing—who, when, where and what, says Dr.Ravi Dhar, professor of management and marketing,and director of the Center for Customer Insights atthe Yale School of Management. “It’s always beenabout who buys it, when did they buy it, where didthey buy it, and what did they buy.” The challengeis now to answer the fifth “w” question—why. Tocorrelate data to the “why,” information needs tobe brought together from across the enterpr