Use Data to Stop Guessing Your Way to Marketing Campaign Success

Jun 11, 2021

For marketers, a primary goal is to maximize marketing ROI by ensuring marketing spend produces the best results. This means sending campaigns to the right people, at the right time, with the right message. But how can you know what’s right?

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Tags: marketing ROI, campaign management, brand consistency, marketing campaign, target marketing, marketing data analytics, data-driven marketing, market research, data-driven marketing campaigns

What Is Marketing Operations and Why Is It Important?

Feb 03, 2021


 

Marketing Operations emerged in 2000, driven by rising pressure on marketing to provide greater efficiency, transparency and accountability. The function was officially recognized by analyst firm IDC in 2005 (source: MarTech Advisor).

 

Since that time, the Marketing Operations function has evolved and expanded, with wide ranging responsibility, from aligning IT, marketing and sales, to strategic planning and budgeting, process development, professional development, and marketing systems and data.

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Tags: MRM, marketing technology, marketing resource management, marketing operations, Competitive advantage, marketing data analytics, customer data management, marketing data

The Art of Predictive Modeling for Marketing Campaigns

Jan 13, 2021

When a marketing analyst begins the quest to build a predictive model for a marketing campaign using past data to forecast future actions, it should be simple, right?

Use past data to predict future actions. It’s science.

But this is where the art comes in -- the past data you choose to utilize will impact your predictions. Think of your customers as Crayons, how do you sort through the box of 64 to know which crayons to use?

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Tags: marketing campaign, marketing data analytics, data-driven marketing, customer data management, Actionable Marketing Data, predictive modeling, predictive modeling for marketing campaigns

Prove It: How to Track Marketing Campaign Response

Dec 22, 2020

Marketers invest significant time and resources in creating campaigns they hope will engage their target audiences, increase sales and grow their businesses. But, of course, in today’s marketing environment, hope is not enough. Marketers need to be able to make confident marketing decisions about how they invest their marketing dollars – which channels to use and when to use them – in order to achieve the greatest return on their investment.

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Tags: direct mail, QR Codes, marketing campaign, email marketing, brand awareness, marketing data analytics, data-driven marketing, customer data management, Actionable Marketing Data

‘Usable’ Marketing Data - What It Means & Why It Matters

Nov 03, 2020

As you may have heard, Direct Options recently became part of the Vya family. This gives us the opportunity to share our customer data management and analytics experience and knowledge with the growing community of Vya friends and followers. I am thrilled to be able to kick off this knowledge sharing with some thoughts on what I believe is the essential element of any data-driven marketing strategy: usable data.

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Tags: marketing data analytics, data-driven marketing, customer data management, Actionable Marketing Data

We’ve Acquired Direct Options. Because… Data.

Sep 29, 2020

Like so many businesses, Vya has been assessing the longer-term impacts of COVID-19 – for our own business and for our clients. While we can’t fully predict what will happen next, we do believe that in a post-COVID economy, you can’t just go back to being the company you were before 2020.

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Tags: data, marketing data analytics, data-driven marketing, data and analytics, customer data management

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