How to Enable Localized Marketing Even Before “Big Data”

Jan 12, 2012

In today’s dynamic marketing environment, it is increasingly important to be able to localize and personalize your marketing messages. Lately, there’s been a lot of marketing buzz about “Big Data” as a means to deliver personalization. If it feels a little nebulous, you’re not alone. A 2011 IBM CMO study (n=1,700) found that 71% of CMO’s feel unprepared for the data explosion.
Many organizations understand the benefits of big data, but don’t have the budget for centralized platforms and advanced analytics. Even when budget is not a barrier, implementing the analysis tools for big data can be complex and lead to long implementation timelines. In the interim, harnessing your organization’s existing data (even if imperfect) with a Marketing Resource Management (MRM) system can be a cost-effective step towards successful localized marketing.

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Tags: MRM, marketing technology, personalization, data, localized marketing, marketing resource management

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