How Data-driven Marketers Use Marketing Intelligence to Outpace the Competition

An On-Demand Webinar on How Brands Win with Marketing Intelligence
With Forrester Consulting

David Dunne

CEO and Founder

With Guest Speakers:

Jim Nail

Principal Analyst
Forrester Research
Fran Quilty

Head of Analytics
Eagle Point Partners

In a new Forrester Consulting study, respondents report that Marketing Intelligence drives:

  • Increased customer loyalty
  • More customer satisfaction
  • Greater ROI

However, marketing decision-makers gave their organizations a D in data management and a C in marketing intelligence maturity despite their own belief that marketing intelligence is critical to meet business goals.

Hear Forrester and Velocidi share the current state of marketing intelligence and how leading brands use marketing intelligence as a competitive advantage to lead the pack.

You’ll Learn How to:

  • Succeed with data management
  • Have more powerful, efficient data activation
  • Move from data to actionable insights

Who is this webinar for?

  • Chief Marketing Officers, Chief Data Officers, Chief Analytics Officers
  • Brand Managers, Data Scientists
  • Heads of Digital or Marketing Strategy

Watch the webinar on-demand now.

Marketing intelligence drives bottom line, but Marketers define it with table stakes capabilities.

While the vast majority of firms understand they must bring marketing intelligence capabilities to bear, they still think of marketing intelligence as a reporting dashboard – a source of information, more than insight and actionable recommendations.

Marketers are at risk of "Garbage In, Garbage Out" Situations Likely to Lead To Poor Decisions.

Data management is a foundational capability within marketing intelligence, establishing the quality of the raw materials of marketing decisioning and action. The overall picture emerges that even these table stakes capabilities aren’t being adequately covered today.

Firms struggle to collaborate with data, and connect insight to action.

Data is still controlled and applied by a select number of specialized, siloed entities within the organization. And, for many firms, the tools they have don’t encourage use in planning: 61% report that the tools take a more backward-looking view than forward looking.

Firms gear up behind marketing intelligence initiatives.

Marketing intelligence initiatives represent a differentiation opportunity today, but are poised to become a requirement in the near future. Just over one third of firms have implemented a marketing intelligence initiative, while the vast majority of firms not currently running a program are in the planning or discussion stages.

Marketing Executives Tapped To Lead Marketing Intelligence Initiatives.

Over half of companies in the study have tapped a senior executive within their organization to champion their marketing intelligence initiatives. Interestingly, those senior leaders were 13 percentage points more likely to represent the marketing organization than to sit in an analytics role.

Firms underestimate marketing intelligence initiatives’ benefits.

Firms actively running marketing intelligence initiatives were more likely to say they saw improvement in both customer KPIs and business metrics, compared to what those firms who were planning or discussing an initiative told us they were hoping for.

rand Managers Can Use Marketing Intelligence to Make Smarter Decisions Faster