Insights are Everything, and Other Points Made at the Gartner Marketing Symposium

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A couple weeks ago I went to San Diego, and it
had nothing to do with needing a break from what was a long and stormy Utah winter.

Rather, I was there for Gartner Marketing Symposium/Xpo 2019, an event
designed to provide marketing leaders actionable advice about the trends, tools
and emerging technologies they need to deliver business results.

I’m glad I went. Because in addition to
getting a little Vitamin D—yes,
I did get outdoors for a moment or two—I came away feeling even more
bullish about Domo’s potential to become a go-to solution for marketers.

So much of what marketers appear to be looking
for is right in Domo’s wheelhouse—especially
now that we offer the Domo Marketing Suite, a collection of powerful
new apps built on the Domo platform that gives marketing leaders real-time
insights to improve performance and drive more value from their digital
transformation initiatives.

But I digress. In the two days I was at the
symposium, three truths surfaced more often than others.

ONE

The tools that marketers were told would make
their lives easier and provide better visibility into customer behavior haven’t
produced the kinds of returns necessary to justify the investment.

Despite that, investments in marketing tech
continue to grow relative to other major budgeting items in marketing, which in
turn has only created added pressure to prove ROI.

As Captain Kirk would say, “There’s got to be
another way.”

Well, guess what: There is. The aforementioned
Domo Marketing Suite makes real-time insights available to every single person
in marketing, and in a fashion they can collaborate on, so they can make faster
and better decisions around the campaigns they’re running. Learn more here.

TWO

Marketers have lots of new ways to slice and
dice data, but they don’t have the tools to turn it into actionable
intelligence.

Putting more analyst eyes on it isn’t the
answer. In fact, Gartner predicts that many of those analysts will be out of a
job by 2023 if they can’t figure out
a better way to turn all that data into better business results.

The
answer is getting more business users
to look at data. They have the context that can bring meaning to the data.
Until recently, however, there just hasn’t been an easy-to-use tool capable of
allowing business users to not only look at data but to analyze it themselves.

THREE

In an
attempt to get more out of their data, marketers are typically taking one of
two approaches: 1) building a best-of-breed—or hub-and-spoke—solution from
multiple providers (e.g. one for BI, one for campaigns, one for CRM, etc.); or
2) using one vendor for everything (i.e. one-stop shopping).

By
going with one vendor, you gain the advantage of alignment and uniformity. But
the truth is, these types of solutions do most things well but nothing great.

That’s
why most people try to piece together a stack via the hub-and-spoke model,
which is what I recommend. You can get best-in-class solutions, and while the
solutions can be siloed, they don’t have to be. Domo solves that problem by
bringing all your disparate systems together, allowing you not only the ability
to realize uniformity and alignment but to better prove ROI.

CONCLUSION

Marketing has been metrics-driven for decades. But
analysis of those metrics hasn’t always been easy. Not for the masses, anyway.

In fact, for some marketers, being able to make sense of their data is more difficult now than ever before. The sheer volume of information generated every day supports that reality. The more data we have, the harder it is to see through the noise and concentrate on what matters most.

But companies need to know that solutions do exist. And good ones at that. Which means there’s no time like the present to get your data working for you, so you can compete at the pace at which business is moving and win more often.

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