Author Archives: Simon Daniels

Round-up: How To Embrace Data-Driven Marketing and other updates

In the first of what we intend to be regular postings, we bring you a round-up of blog posts and articles on the topic of data-driven marketing technology from across the web. We scour the net for the latest thinking so you don’t have to! Here’s what we’ve come across recently…

  • How To Embrace The Five Steps Of Data-Driven Marketing “At its core, data-driven marketing centers on one thing and one thing only: propelling value by engaging customers more effectively,” says Lisa Arthur (@lisaarthur), Chief Marketing Officer at Teradata Applications. Her five part series goes on to explain how to make it happen.
  • What’s Your Marketing Tech Blueprint? Closed-loop marketing software vendor Integrate CMO Scott Vaughan (@ScottAVaughan) explains why “a marketing tech blueprint becomes an essential tool in evaluating, informing and supporting marketing tech spend across the entire organization.”
  • Data-Driven Marketing is Heating Up! Nice Infographic based on the results of a study on data-driven marketing strategies from database marketing platform vendor BlueKai.
  • 14 rules for data-driven, not data-deluded, marketing Well OK, this isn’t that recent, but Chief Marketing Technologist Scott Brinker (@chiefmartec) is always worth a re-read. Here, he outlines “14 rules of thumb to keep that data in perspective, to support a pragmatic approach to data-driven marketing (and avoid data-drowned or data-deluded marketing).”
  • Getting Top-Notch Responses To Your Digital RFP In this rather long but very thorough webinar discussion on RFP preparation, digital agency The Nerdery outline beat practices around compiling an RFP. Although the discussion primarily refers to digital projects, the advice itself is applicable much more widely.
  • Creating a single view of customers Ampersand Commerce Managing Director Darryl Adie (@darryladie) discusses some tips to keep in mind when creating a retail single customer view.

Marketing automation and website integration

This little insight from Datanyze, the marketing technology tracking firm, crossed my path recently. An assessment of the prevalence of marketing automation platform website integration resulted in the somewhat surprising outcome that Hubspot is the leading vendor. An interesting analysis, it perhaps tells us more about the rate of integration of marketing automation with websitesContinue Reading

Creating an RFP for a Marketing Database

 If you are going to invest in data-driven marketing technology, it’s very likely you’ll need to request a proposal from a solution provider at some point in the process. Here’s a checklist of things to think about and include in the RFP. It’s not exhaustive, a large implementation will in fact include much more, butContinue Reading

Icebergs in Selecting Data-Driven Marketing Technology

Most marketers view a demo of a software solution and make a decision about what they prefer based on what they see – thinking that is what they get. But the truth is it’s more complicated than it appears. Here are some of the things that you should watch out for when choosing and implementingContinue Reading

Do’s and Don’ts of RFP Management

We live in a fast-paced world and fast-paced marketing teams can be impatient. Vendors in this space can be a bit impatient too. Anyone who’s dealt with a sales person knows how much you can be pushed to sign up a few users and “try it”. Before you know it you’ve got 100 usersContinue Reading

Winter reading

A quiet month for significant news, so we thought we’d share some of our favourite recent reading that we think might give you a fresh view on things and your plans for 2014. Mike Boysen’s blog about customers not wanting relationships is a good one and we’re inclined to agree. It’s old concepts given newContinue Reading

Data Disasters – Protect Yourself

When choosing and selecting data-driven marketing technology, you will need expert advice on protecting your data. This is a complex area and you should engage an expert to develop and implement security policies if you don’t have them already. However marketers should be aware of the top line data security practices that ought be putContinue Reading

Eloqua under Oracle

Oracle has been rolling out new features for Eloqua, its marketing automation solution. Since Salesforce took over Radian6 and Exact Target (and through them Pardot), it is clear the competition remains fierce in this sector. Eloqua’s AdFocus and Profiler tools enhance the solution nicely. Oracle also bought Compendium (a content marketing tool) to add toContinue Reading

Horses for courses or Making sure the glove fits

A common short-coming of IT-led projects is to overlook the capabilities, expertise and overall comfort with technology of the potential solution’s business users. It goes without saying that the front-line staff in Marketing, Sales and Customer Services too, who will be using a data-driven marketing technology solution, will not all have the same level andContinue Reading

Leave time for handling questions

One of the less positive aspects of undertaking an RFP for a data-driven marketing technology solution is that solution providers often don’t like participating in them very much. In some respects that’s too bad; if you’ve decided to take the rigorous approach to your decision making that an RFP suggests, the short-listed providers will justContinue Reading


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