Data‐First Marketing: Transforming Your Marketing Organization

Data‐first marketing is a new marketing strategy that focuses on intelligently utilizing the vast amount of marketing data available today in order to create true competitive advantage in any industry. It combines data‐driven marketing with business strategy and goals and requires a top‐down transformation of people, processes, technology, data, and culture. Adoption of data‐driven marketing for business‐to‐consumer (B2C) companies is well documented, and the further it develops with the aid of big data and artificial intelligence, the more data‐driven marketing in the B2C sphere will change from a unique competitive advantage into a requirement to compete. Marketing data analytics is the new battleground for marketers today. Adopting data‐first marketing not only positions marketers for success now, but also develops valuable skills that are scarce and will be increasingly sought after in the job market as all companies will go down this path.