Why Marketing Intelligence?
Marketers are in a critical position to drive value and impact their business as a whole.
The role of the marketer has always required a close relationship and deep understanding of customers — with empathy, trust, and helpfulness at the forefront. At the same time, marketers must be accountable to the business, and have a responsibility to drive efficiency and ROI across the entire marketing budget. According to the 3rd Edition Marketing Intelligence Report, 94% of marketers view their function as critical for driving growth, and 80% of marketers say their organization leads customer experience across the business.
To navigate this dual mandate, marketers need to successfully connect, analyze, and visualize their data in order to bring their people, processes, and technology together through a single system of record. They need a strategy founded in marketing intelligence. Marketing intelligence is a category of marketer-friendly, artificial intelligence-powered, domain-specific technology for marketers to manage data, analytics, visualization, and activation across a single source of truth.
With customer needs and behaviors changing rapidly due to digital transformation and dynamic economic, political, and societal realities, marketers need to be agile and confident in their decision-making.