By Dion Picco, Sr. Director, Product Marketing, Progress
Tired, headache, can’t focus? These are all symptoms that plague channel marketers around the world every day.
If you’re experiencing any of these, you might be in a losing battle with your organization’s data. Ignore the symptoms at your own peril, as they will only get worse!
Today’s channel marketers have the power to use analytics to make powerful decisions. There are terabytes and terabytes of data out there to help them understand and react to their customers and prospects better than ever before. But someone has to find, collate and present that data in a sensible form in order for it to be of any use to marketing and sales teams.
In fact, IBM’s State of Marketing 2013 Survey found that marketers around the world who use analytics in understanding individual customer preferences — and therefore pinpoint media spend to target them — are more successful than others in meeting revenue goals. In contrast, IDC’s estimated “80% of customer data will be wasted due to immature enterprise data ‘value chains,’” in its 2014 CMO Predictions report.
Channel partners are hungry for a better way to go from data to dashboard, but like any ailment, there are many pain points along the way.
To get the most out of data to inform indirect marketing programs, channel marketers must take the time to analyze their specific issues and come up with a treatment plan that gets at the root cause of their problem. Or, they risk a full data meltdown.
Here’s a look at seven potential danger signs, how to identify them, and of course, ways to fix them before they spread out of control:
Diagnosis: Poor Data Quality
Diagnosis: Data Bloat
Diagnosis: Data Deficiency
Diagnosis: Inflexible Reporting Tool
Diagnosis: Poor Feedback Cycles
Diagnosis: Stale Data
Diagnosis: Arms-Length IT
If you’re showing any of the above symptoms, you probably need a better approach to data integration, analysis and report sharing. Armed with the right tools, channel marketers can gain easy access to the resources necessary to create sophisticated applications in a matter of minutes, rather than the weeks it takes using conventional infrastructure services. This means more time left for you to do the “other stuff” — whether that’s taking on more other data collection/reporting requests or otherwise.
Dion Picco is Senior Director of Product Marketing at Progress, an app development and data integration company. To learn more about how to simplify data integration and data sharing to assemble meaningful reports, visit http://www.progress.com/products/easyl.