MarTech: ‘Data-driven marketing strategy with technology is the way ahead’

Deepali Naair, IBM; Neeraj Singhal, Zeotap; Santosh Gannavarapu, MerkleSokrati & Udaysimha Mysore, FirstHive Tech Corp take part in a discussion moderated by Chitra Iyer, MarTechAdvisor

e4m by exchange4media Staff
Published: Aug 26, 2019 8:55 AM  | 2 min read

The exchange4media MarTech conference and Expo witnessed a panel discussion on ‘Building a Data-Driven Marketing Strategy’. On the panel were Deepali Naair, Chief Marketing Officer, IBM India/S Asia; Neeraj Singhal, Country Manager, Zeotap; Santosh Gannavarapu, Chief Growth Officer, MerkleSokrati and Udaysimha Mysore, Director Marketing, FirstHive Tech Corp. The discussion was moderated by Chitra Iyer, Editor-in-Chief, MarTechAdvisor.

The panelists spoke on how data is a hallmark of marketing and, thanks to the digital revolution and the emergence of big data, we have access to more of it than ever before. The challenge is making sense of that data. The agenda of the panel was – ‘How can we use data to tailor our marketing strategies? Better yet, how can we use it to bolster our marketing efforts?’ The alternative isn’t even a question because it’s unavoidable — we need data-driven marketing because people expect relevant, useful and personal experiences from the brands they interact with, and that’s exactly what data-driven marketing produces.

“Data-driven marketing always existed, the difference that has happened recently is a lot of transaction data is available now, so you are not dependent on research-based data,” said Naair.

Iyer further said, “CEO today is the Chief Customer Officer, Chief Revenue Officer, Digital Marketing Officer and Marketing Technology Officer.”

According to Mysore, “Data-driven marketing is helping not only acquire new customers but also retain the existing ones.”

Adding to the discussion was Gannavarapu’s insights, stressing on 2 points – ‘Push the CRM data back’ and ‘CEOs should not let people work in silos’. “Thinking as an entrepreneur should be the approach,” he said.

"Behavior of customers is primary whereas statistics and platforms are secondary," said Singhal.

The moderator concluded the session by drawing the audience’s attention to the fact that integrating data-driven marketing strategy with technology is the way ahead.

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