Top 6 Marketing Analytics Trends in 2021

SHAIVI CHAPALGAONKAR | June 21, 2021 | 535 views

The marketing industry keeps changing every year. Businesses and enterprises have the task of keeping up with the changes in marketing trends as they evolve. As consumer demands and behavior changed, brands had to move from traditional marketing channels like print and electronic to digital channels like social media, Google Ads, YouTube, and more. Businesses have begun to consider marketing analytics a crucial component of marketing as they are the primary reason for success.

In uncertain times, marketing analytics tools calculate and evaluate the market status and enhances better planning for enterprises.

As Covid-19 hit the world, organizations that used traditional marketing analytics tools and relied on historical data realized that many of these models became irrelevant. The pandemic rendered a lot of data useless.

With machine learning (ML) and artificial intelligence (AI) in marketers’ arsenal, marketing analytics is turning virtual with a shift in the marketing landscape in 2021. They are also pivoting from relying on just AI technologies but rather combining big data with it.

AI and machine learning help advertisers and marketers to improve their target audience and re-strategize their campaigns through advanced marketing attributes, which in turn increases customer retention and customer loyalty.

While technology is making targeting and measuring possible, marketers have had to reassure their commitment to consumer privacy and data regulations and governance in their initiatives. They are also relying on third-party data.

These data and analytics trends will help organizations deal with radical changes and uncertainties, with opportunities they bring with them over the next few years.

To know why businesses are gravitating towards these trends in marketing analytics, let us look at why it is so important.

Importance of Marketing Analytics

As businesses extended into new marketing categories, new technologies were implemented to support them. This new technology was usually deployed in isolation, which resulted in assorted and disconnected data sets.

Usually, marketers based their decisions on data from individual channels like website metrics, not considering other marketers channels. Website and social media metrics alone are not enough. In contrast, marketing analytics tools look at all marketing done across channels over a period of time that is vital for sound decision-making and effective program execution.

Marketing analytics helps understand how well a campaign is working to achieve business goals or key performance indicators.

Marketing analytics allows you to answer questions like:

• How are your marketing initiatives/ campaigns working? What can be done to improve them?
• How do your marketing campaigns compare with others? What are they spending their time and money on? What marketing analytics software are they using that helps them?
• What should be your next step? How should you allocate the marketing budget according to your current spending?


Now that the advantages of marketing analytics are clear, let us get into the details of the trends in marketing analytics of 2021:

Rise of real-time marketing data analytics

Reciprocation to any action is the biggest trend right now in digital marketing, especially post Covid. Brands and businesses strive to respond to customer queries and provide them with solutions. Running queries in a low-latency customer data platform have allowed marketers to filter the view by the audience and identify underachieving sectors. Once this data is collected, businesses and brands can then readjust their customer targeting and messaging to optimize their performance.

To achieve this on a larger scale, organizations need to invest in marketing analytics software and platforms to balance data loads with processing for business intelligence and analytics. The platform needs to allow different types of jobs to run parallel by adding resources to groups as required. This gives data scientists more flexibility and access to response data at any given time.

Real-time analytics will also aid marketers in identifying underlying threats and problems in their strategies. Marketers will have to conduct a SWOT analysis and continuously optimize their campaigns to suit them better.
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Data security, regulatory compliance, and protecting consumer privacy

Protecting market data from a rise in cybercrimes and breaches are crucial problems to be addressed in 2021. This year has seen a surge in data breaches that have damaged businesses and their infrastructures to different levels. As a result, marketers have increased their investments in encryption, access control, network monitoring, and other security measures.

To help comply with the General Data Protection Regulation (GDPR) of the European Union, the California Consumer Privacy Act (CCPA), and other regulatory bodies, organizations have made the shift to platforms where all consumer data is in one place. Advanced encryptions and stateless computing have made it possible to securely store and share governed data that can be kept in a single location. Interacting with a single copy of the same data will help compliance officers tasked with identifying and deleting every piece of information related to a particular customer much easier and the possibility of overseeing something gets canceled.

Protecting consumer privacy is imperative for marketers. They offer consumers the control to opt out, eradicate their data once they have left the platform, and remove information like location, access control to personally identifiable information like email addresses and billing details separated from other marketing data.

Predictive analytics

Predictive analytics’ analyzes collected data and predicts future outcomes through ML and AI.  It maps out a lookalike audience and identifies which strata are most likely to become a high-value customer and which customer strata has the highest likelihood of churn. It also gauges people’s interests based on their browsing history. With better ML models, predictions have become better overtime, leading to increased customer retention and a drop in churn.

According to the research by Zion Market Research, by 2022, the global market for predictive analytics is set to hit $11 billion.

Investment in first-party data

Cookies-enabled website tracking led marketers to know who was visiting their website and re-calibrate their ads to these people throughout the web.

However, in 2020, Google announced cookies would be phased out of Chrome within two years while they had already removed them from Safari and Firefox.

Now that adding low-friction tracking to web pages will be tough, marketers will have to gather more limited data. This will then be then integrated with first-party data sets to get a rounded view of the customer. Although a big win for consumer privacy activists, it is difficult for advertisers and agencies to find it more difficult to retarget ads and build audiences in their data management platforms.

In a digital world without cookies, marketers now understand how customer data is collected, introspect on their marketing models, and evaluate their marketing strategy.

Emergence of contextual customer experience

These trends in marketing analytics have become more contextually conscious since the denunciation of cookies. Since marketers are losing their data sets and behavioral data, they have an added motivation to invest in insights.

This means that marketers have to target messaging based on known and inferred customer characteristics like their age, location, income, brand affinity, and where these customers are in their buying journey. For example, marketers should tailor messaging in ads to make up consumers based on the frequency of their visits to the store.

Effective contextual targeting hinges upon marketers using a single platform for their data and creates a holistic customer profile.

Reliance on third-party data

Even though there has been a drop in third-party data collection, marketers will continue to invest in third-party data which have a complete understanding of their customers that augments the first-party data they have.

Historically, third-party data has been difficult to source and maintain for marketers. There are new platforms that counter improvement of data like long time to value, cost of maintaining third-party data pipelines, and data governance problems.

U.S. marketers have spent upwards of $11.9 billion on third-party audience data in 2019, up 6.1% from 2018, and this reported growth curve is going to be even steeper in 2021, according to a study by Interactive Advertising Bureau and Winterberry Group.

Conclusion

Marketing analytics enables more successful marketing as it shows off direct results of the marketing efforts and investments.

These new marketing data analytics trends have made their definite mark and are set to make this year interesting with data and AI-based applications mixed with the changing landscape of marketing channels. Digital marketing will be in demand more than ever as people are purchasing more online.

Frequently Asked Questions

Why is marketing analytics so important?

Marketing analytics has two main purposes; to gauge how well your marketing efforts perform and measure the effectiveness of marketing activity.

What is the use of marketing analytics?

Marketing analytics help us understand how everything plays off of each other and decide how to invest, whether to re-prioritize or keep going with the current methods.

Which industries use marketing analytics?

Commercial organizations use it to analyze data from different sources, use analytics to determine the success of a marketing campaign, and target customers specifically.

What are the types of marketing analytics tools?

Some marketing analytics’ tools are Google Analytics, HubSpot Marketing Hub, Semrush, Looker, Optimizely, etc.

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Leveraging Big Data for Competitive Advantage: Benefits

Article | May 2, 2023

Big Data has grown more valuable, helping businesses grow with features like real-time insights and enhanced decision-making; investing in a data strategy helps to stay ahead of the competition. Contents 1. Introduction 2. Leveraging Big Data for Competitive Edge and Sales Growth 3. Benefits of Big Data Analytics in Businesses 3.1 Improved Customer Insights 3.2 Enhanced Operational Efficiency 3.3 Better Decision-Making 3.4 New Product Development 3.5 Competitive Intelligence and Market Research 4. The Path Ahead 1. Introduction The benefits of big data for organizations have amplified with the advent of digital transformation and the prevalence of cloud technology, the Internet of Things (IoT), and ubiquitous internet access. A comprehensive data strategy has become a prerequisite for organizations to retain their competitive edge and leverage big data's advantages. Data analytics is widely employed across different industries and departments, including finance, human resources, and online retail, to glean insights into customer behavior and identify fraudulent activities. In addition, big data in business assumes a critical role in furthering social good by facilitating the monitoring of emissions and pollutants, aiding against climate change. 2. Leveraging Big Data for Competitive Edge and Sales Growth Big data is vital for companies seeking to gain a competitive edge and foster innovation in the current business landscape. By leveraging big data, companies can quickly extract valuable insights from vast amounts of data. This requires investments in tools & technologies, and skilled data analysts & scientists. With a robust big data strategy in place, companies optimize operations, identify new opportunities, and drive innovation. Furthermore, data analytics plays a crucial role in boosting sales by providing insights into customer behavior, preferences, and buying patterns. Companies can optimize their marketing, pricing, and product placement strategies through data analysis, thus leading to increased revenue. Real-time data enables businesses to adapt to market changes quickly, improving their agility and competitiveness. Therefore, developing data analytics capabilities is imperative for businesses to stay ahead and gain a competitive edge. 3. Benefits of Big Data Analytics in Businesses 3.1 Improved Customer Insights Big data has revolutionized how businesses gain a competitive edge through data analytics, offering improved customer insights by analyzing their behavior, preferences, and sentiment toward products. As a result, companies personalize experiences, segment audiences, map customer journeys, and enhance satisfaction. By analyzing data from multiple sources, companies create a 360-degree view of their customers and offer targeted marketing campaigns. 3.2 Enhanced Operational Efficiency Big data improves operational efficiency through predictive maintenance, supply chain optimization, and fraud detection. Predictive maintenance reduces downtime and increases productivity by identifying potential equipment failures. Supply chain optimization streamlines logistics processes, reducing shipping times and costs. Fraud detection identifies and prevents fraudulent activities, protecting businesses from financial losses. 3.3 Better Decision-Making Data-driven decision-making is one of the benefits of using big data, as it provides real-time insights into market trends, customer preferences, and key performance indicators. This helps companies make informed decisions to drive growth and success. Additionally, big data improves decision-making by providing real-time analytics for risk assessment and management, allowing businesses to identify and mitigate potential risks before they become major issues. 3.4 New Product Development Big data uses in businesses enable creation of innovative products and services by analyzing customer feedback and market trends. By gaining insights into customer needs and preferences, businesses identify new opportunities and optimize & innovate their products. 3.5 Competitive Intelligence and Market Research Big data is helpful in providing competitive intelligence and market research. Social listening is a way for businesses to use big data to gain insights into customer sentiment, preferences, and behavior. By analyzing conversations on social media, companies can identify areas for improvement and create effective marketing campaigns. Competitor analysis is another crucial use case for big data in business. By analyzing data on competitors' strategies, businesses can adjust their own strategies and gain a competitive edge. For example, companies can optimize their offerings by tracking competitors' pricing strategies, marketing tactics, and product offerings. 4. The Path Ahead With the continuous evolution of technology, the benefits of big data in business have become increasingly significant in day-to-day operations. The proliferation of digital transformation has provided companies with access to an overwhelming amount of data. In order to maintain a competitive edge, it is imperative for organizations to establish a comprehensive data strategy. However, merely collecting data is insufficient to leverage the potential of big data fully. Companies must possess the necessary tools and expertise to analyze and interpret it. This necessitates investment in advanced analytics tools, as well as the recruitment of data scientists and analysts who can extract valuable insights from the data.

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Big Data Management, Data Science, Big Data

Mastering BI: Key Business Intelligence Events to Attend in 2023

Article | April 28, 2023

Explore top business intelligence events in 2023 to leverage unparalleled networking opportunities, engaging discussions, and cutting-edge technologies. Stay ahead and unlock the true potential of BI. The ability to harness data and make informed decisions has become paramount for success in the increasingly data-driven world. To stay ahead of the curve and leverage the power of data, professionals in this field must actively engage in continuous learning, networking, and exploring the latest trends and technologies. Fortunately, there are numerous business intelligence conferences and events that cater specifically to the needs of business intelligence professionals. These gatherings provide industry experts, thought leaders and practitioners a platform to share their knowledge, exchange ideas, and showcase cutting-edge solutions. This article will explore a curated list of top BI events to attend for business intelligence and analytics professionals. These events are designed to empower professionals in their journey toward data-driven excellence. Delve into the world of business intelligence and analytics and uncover the key features and benefits of each event. 1.2023 International Conference on Business Analytics for Operations Excellence & Resilience (BAOER 2023) July 15 - 17, 2023 | Singapore BAOER (Business Analytics for Operations Excellence & Resilience) is a highly anticipated annual meeting that serves as a premier platform for industry professionals, researchers, and practitioners to gather and explore the latest advancements in business analytics. The event encompasses various engaging activities, including keynote talks, invited talks, oral presentations, poster presentations, and online sessions. One of the distinguishing features of BAOER is its commitment to quality and academic rigor. The conference invites submissions of papers and abstracts on various topics related to business analytics for Operations Excellence & Resilience, which undergo a meticulous peer-review process by the esteemed Conference Technical Program Committee. Accepted papers are not only presented at the conference but also hold the opportunity to be published in the prestigious International Conference Proceedings. By bringing together a diverse group of authors and speakers from across nations and regions, BAOER fosters a vibrant exchange of ideas and fresh perspectives. Attendees can delve into both theoretical and practical aspects of Operations Excellence & Resilience, gaining valuable insights and building fruitful connections. 2.Melbourne Business Analytics Conference August 2, 2023 | Melbourne (Australia) In today's fast-paced world, where AI and automation play a pivotal role, businesses must adapt and embrace data and digital transformation to remain competitive. With this in mind, Melbourne Business Analytics Conference is, focused on the compelling theme of 'Leading the way: Navigating Data and Digital Transformation in the Age of AI & Automation.' This highly anticipated event will bring together esteemed analytics academics, executives, and practitioners from around the globe. The program will feature a lineup of distinguished speakers who will share their cutting-edge research, real-world experiences, and success stories. Over 600 board members, senior executives, and industry professionals will converge for a power-packed, one-day conference. It will serve as an exceptional platform for knowledge-sharing and networking opportunities. The conference aims to equip Australian businesses with the tools and insights needed to gain a distinctive advantage by harnessing the trilingual insights of business, technology, and mathematics. Participants can expect to immerse themselves in the latest advancements in Machine Learning, AI, and advanced Data Analytics business applications. These valuable insights will help organizations optimize their strategies, drive innovation, and make data-driven decisions. 3.OSU Business Analytics Conference 2023 October 4 - 5, 2023 | Portland (Oregon) Prepare to embark on a unique learning journey at the 4th annual Business Analytics Conference hosted by the Oregon State Center for Business Analytics. This in-person event offers an unparalleled experience, allowing participants to learn from esteemed analytics experts in a dynamic combination of hands-on activities and engaging lectures. This year's conference will strongly emphasize on AI trends, forthcoming technical breakthroughs, innovative applications of AI, and the implications and opportunities it presents for businesses. The panel sessions will feature industry experts alongside faculty members from the College of Business, Engineering, and Liberal Arts. This diverse range of perspectives ensures a comprehensive exploration of the subject matter. Gain invaluable insights into integrating AI programs into your daily operations & long-term planning, along with the growing impact of AI on business strategies, operations, and the workforce. The event will serve as a platform for stimulating discussions around the changes and opportunities that AI can bring and equip organizations with the knowledge and readiness required to navigate the AI landscape effectively. 4.Future Data Driven Summit 2023 September 27, 2023 | Online The Future Data Driven Summit is a prestigious online event that centers around the Microsoft Data Platform, offering attendees an unparalleled opportunity to stay updated on the latest developments in the field. This highly anticipated summit aims to provide valuable insights and knowledge pertaining to Data & AI, DevOps, PowerBI & Visualization, Integration & Automation, and cloud infrastructure. Catering to a diverse audience of IT professionals, data engineers & analysts, data scientists, AI & machine learning engineers, business analysts, and developers, the Future Data Driven Summit will ensure that each participant can derive immense value from the event. With its comprehensive range of topics and sessions, this summit will cater to the needs and interests of professionals across various domains within the data ecosystem. Attendees will be privileged to engage in informative sessions led by subject matter experts, witness hands-on demos of cutting-edge technologies, and gain profound insights from industry leaders' keynote speeches. By participating in these activities, attendees can expand their knowledge base, enhance their skill sets, and stay abreast of the latest trends and advancements in the Microsoft Data Platform. 5.TDWI Executive Summit for Analytics August 7 - 8, 2023 | San Diego (California) The TDWI Executive Summit for Analytics is an interactive and highly curated event specifically designed for business leaders, data science professionals, and IT executives who bear the responsibility of selecting, managing, and extracting value from analytics applications, AI/ML, business intelligence, and the underlying data that powers them. Organizations today constantly rely on analytics to drive innovation, attract and retain customers, improve operational efficiency, and effectively manage risk. However, TDWI has identified a common challenge many organizations face—struggling to progress in their analytics journey. These difficulties often result in user frustration, errors, and increased costs. By attending the TDWI Executive Summit for Analytics, participants can acquire invaluable knowledge on accelerating their analytics journey and achieving optimal business outcomes. The event places a specific focus on deriving the highest value from data assets through analytics and AI/ML into strategies for fostering stakeholder collaboration and effectively scaling analytics and AI/ML initiatives, including the implementation of MLOps—a methodology for managing the machine learning lifecycle. Additionally, the summit will explore emerging trends and technologies, such as generative AI, enabling attendees to stay ahead of the curve. 6.Business Intelligence & Analytics Conference Europe November 7 - 10, 2023 | London (UK) The Business Intelligence & Analytics Conference Europe presents a unique and immersive four-day experience focused on learning and networking. This exceptional business intelligence event offers attendees unparalleled opportunities to connect and collaborate with professionals from Europe and beyond. The conference will encompass five tracks and hosts over 45 sessions, ensuring a comprehensive and diverse range of topics to explore. Through a myriad of fascinating case studies, attendees can learn from various organizations' past successes and challenges. This firsthand knowledge-sharing provides invaluable practical insights that can be applied in real-world scenarios. Broadening knowledge and gaining insights from internationally renowned experts is a key highlight of the event. These experts bring their wealth of experience and expertise to the forefront, sharing innovative approaches and best practices that can drive success in business intelligence and analytics. A notable roster of esteemed organizations participated in the previous year's conference edition. Among notable names were Aizonic, Allianz, AstraZeneca, Bank of England, Dufrain, Volva Penta and many more. The presence of such esteemed organizations further reinforces the conference's credibility and significance within the industry. 7.Data & Analytics Live July 25, 2023 | Online Data & Analytics Live is a highly immersive event that brings a multitude of data and analytics professionals from across North America, offering a full day of learning, networking, and collaboration, catering to newcomers to the field and seasoned industry leaders. Attendees can expect to gain valuable insights and takeaways from renowned speakers sharing their insights into the solutions required to address the most pressing challenges faced by the data and analytics community. These thought leaders will provide invaluable perspectives and expertise, guiding participants toward effective strategies and innovative approaches. One of the key highlights of Data & Analytics Live is the opportunity to discover the latest trends and solutions provided by leading industry providers. Navigating uncharted territory in the data and analytics landscape can be complex, but this event will equip attendees with the knowledge and resources to navigate confidently. Data & Analytics Live will offer a glimpse into how data and analytics are revolutionizing businesses across industries and serves as a unique platform to interact with industry leaders, influential technologists, and pioneering data scientists shaping the future of data and analytics. 8.Customer Analytics Summit September 10 - 12, 2023 | Jersey City (New Jersey) The Customer Analytics Summit is an exciting event designed specifically for professionals in the data and customer insights community. Tailored to address the most pertinent issues in this field, the summit provides a unique opportunity to gain insights from highly successful leaders in data and customer insights. This event will offer an authentic peer-to-peer learning experience, fostering meaningful exchanges among professionals who understand the challenges and opportunities within the data and analytics space. The Customer Analytics Summit showcases renowned industry leaders who will share their expertise and experiences in maximizing the potential of data-driven insights. Attendees will discover how these leaders have harnessed data-driven, actionable insights to unlock exceptional customer value. In addition to insightful presentations, the summit will also provide focused individual discussion groups. These groups offer a platform for in-depth conversations on topics currently shaping the data and analytics landscape. Moreover, the summit will include interactive workshops that provide hands-on training on the latest tools, techniques, and strategies in data and analytics. The Customer Analytics Summit is a must-attend event for professionals seeking to stay at the forefront of the data and customer insights industry. 9.BI Innovation & Tech Fest September 18 - 19, 2023 | Sandton (South Africa) The business intelligence, analytics, and data environment is undergoing an extraordinary transition in today's rapidly evolving world. In this context, the annual BI Innovation & Tech Fest stands out as a premier event that celebrates and empowers individuals passionate about driving innovation in the business intelligence function from multiple perspectives - people, processes, and technology. This extraordinary BI event will provide attendees with a world-class experience, offering an unparalleled agenda that covers a wide range of topics critical to the industry. Whether exploring the latest advancements in AI and machine learning applied to business intelligence, mastering data reporting, visualization, and time analytics or delving into cloud-based BI and self-service BI, the event will present a comprehensive platform to stay ahead of the curve. One of the highlights of BI Innovation & Tech Fest is its emphasis on creating opportunities for networking and collaboration. Attendees will gain access to leading partners and vendors in the business intelligence space, providing valuable insights into cutting-edge technologies, tools, and solutions. The event will foster an environment where professionals can exchange ideas, forge new connections, and engage in meaningful conversations that drive innovation and excellence. 10.Big Data LDN (London) September 20-21, 2023 | Olympia London Big Data LDN (London) is the preeminent free-to-attend conference and exhibition in the UK, dedicated to data, analytics, and AI. With a host of renowned experts in these fields, the event equips attendees with the necessary tools to drive their most effective data-driven strategies. It will bring together over 180 leading technology vendors and consultants, providing a platform for in-depth discussions about business requirements and the latest advancements in the industry. One of the event's key highlights is the opportunity to hear from 300 expert speakers across 15 technical and business-led conference theatres. These speakers will present real-world use cases, share insights, and engage in panel debates, providing attendees with valuable knowledge and practical examples to apply in their organizations. In addition, the event offer exceptional networking opportunities, allowing attendees to connect with their peers, industry experts, and thought leaders. This networking aspect is invaluable for fostering collaborations, exchanging ideas, and building relationships to drive future field success. Big Data LDN goes well beyond the conference sessions and exhibitions by offering free on-site data consultancy services. Conclusion Business intelligence and analytics are evolving unprecedentedly, driven by technological advancements, data availability, and the growing need for data-driven decision-making. Attending industry conferences and events is crucial for professionals in this field to stay abreast of the latest trends, learn from experts, network with peers, and discover innovative solutions. Attending these top business intelligence events allows professionals to gain the knowledge, skills, and connections necessary to excel in their roles. These conferences provide a platform for sharing ideas, learning best practices, and exploring the latest advancements in the field. They serve as catalysts for growth, enabling individuals to unlock the full potential of data and analytics in their organizations. In this era of data-driven decision-making, seize the opportunities, and embark on a journey of continuous learning and professional development through these top business intelligence events in the BI and analytics domain.

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Business Intelligence, Big Data Management, Big Data

Implementing Data Analytics: Emerging Big Data Tools in 2023

Article | May 15, 2023

Discover the prominent big data analytics tools in 2023 and unlock the full potential of big data. Leverage data-driven decision-making to gain insights and implement strategies to accelerate growth. Adopting Big Data Analytics Tools In the current data-driven world, organizations increasingly recognize the value of data analytics in driving businesses’ success. As the volume and complexity of data continue to grow, staying at the forefront of data analytics tools and technologies becomes crucial for businesses to gain actionable insights and make informed decisions. As we delve into 2023, it becomes paramount for businesses to keep pace with emerging cutting-edge big data tools. These tools serve as catalysts for enterprises to harness the power of data analytics effectively. By adopting the right tools and technologies, organizations gain a competitive advantage, foster innovation, and make data-driven decisions that accelerate their growth in an ever-evolving digital landscape. This article delves into the realm of data analytics and explores the emerging big data analytics tools poised to have a significant impact in 2023. From sophisticated machine learning algorithms that push the boundaries of analysis to robust data visualization platforms that bring insights to life, these tools present captivating opportunities for organizations to unlock the full potential of their data and derive actionable intelligence. Exploring Key Trends and Emerging Tools One of the key trends in the data analytics landscape is the rise of cloud-based analytics platforms. These platforms provide scalability, flexibility, and accessibility, allowing businesses to leverage the power of distributed computing and storage for their data analysis needs. With cloud-based tools, organizations can easily process and analyze large volumes of data without significant infrastructure investments. Another emerging trend is integrating artificial intelligence and machine learning into data analytics workflows. AI-powered analytics tools enable businesses to automate data processing, uncover hidden patterns, and generate predictive insights. ML algorithms can learn from vast amounts of data, continuously improving accuracy and enabling organizations to make data-driven decisions with precision. Furthermore, big data visualization tools are becoming increasingly sophisticated, enabling users to transform intricate data into interactive visual representations. These tools facilitate enhanced comprehension and interpretation of data, allowing stakeholders to swiftly extract insights with efficacy. Moreover, the convergence of big data and internet of things (IoT) technologies is creating new opportunities. As IoT devices generate vast amounts of data, organizations can leverage tools for big data analytics to capture, store, and analyze this data, uncovering valuable insights and driving innovation in various industries. Top Big Data Tools to Lookout For: 1. Talend Data Fabric Cloud Integration Software by Talend Talend Data Fabric is an integrated data management and governance platform that enables organizations to access, transform, move and synchronize big data across the enterprise. It provides a comprehensive suite of tools and technologies to address data integration, quality, governance, and stewardship challenges. The platform allows users to access and work with data, regardless of location or format, whether in traditional databases, data lakes, cloud environments, or even in real-time streaming sources. This flexibility empowers organizations to leverage their data assets more effectively and make data-driven decisions. 2. Alteryx Platform Predictive Analytics Software by Alteryx Alteryx is a user-friendly data analytics platform that enables efficient processing and analysis of large datasets. It empowers users to quickly derive valuable insights from data without extensive coding skills. Alteryx facilitates the automation of analytics tasks at scale and enables intelligent decision-making across the organization. The platform provides a comprehensive set of tools, including automated data preparation, analytics, machine learning capabilities, and AI-generated insights. Its intuitive interface enables seamless data access from diverse sources like databases, cloud-based data warehouses, and spreadsheets. Alteryx simplifies data blending and preparation from multiple sources, ensuring high-quality and analysis-ready data for enhanced decision-making. 3. Adverity Data Integration Platform Adverity is a comprehensive data platform that automates data connectivity, transformation, governance, and utilization at scale. It simplifies the arduous task of cleansing and merging data from diverse sources, encompassing sales, finance, and marketing channels, to establish a reliable source of business performance information. The platform seamlessly integrates with multiple databases and cloud-based software, providing access to previously inaccessible data. Adverity empowers users to efficiently analyze incoming data from any source and format, facilitating the discovery of patterns, trends, and correlations. Its robust dashboard enables real-time interaction with data, empowering businesses to make faster, smarter decisions. 4. GoodData Cloud BI and Analytics Platform GoodData is an advanced cloud-based analytics platform that offer intuitive and user-friendly tools for data analysis, embeddable data visualizations, and seamless application integration solutions. Its API-first approach enables users to effortlessly aggregate, analyze, and visualize its data in real time, facilitating swift and effective decision-making. In addition, the platform's microservice-based architecture integrates seamlessly with existing ecosystems, providing a comprehensive end-to-end data analytics solution. With its scalable architecture and straightforward setup, GoodData is an excellent choice for businesses seeking powerful insights without expensive infrastructure investments. 5. Datameer Data Preparation Tool Datameer is an advanced analytics and data science platform designed to help businesses quickly discover insights in their enterprise data. It enables users to connect to multiple data sources effortlessly, employing a user-friendly drag-and-drop interface to transform data and create interactive visualizations and dashboards. The platform also offers access to various analytics tools, including predictive analytics and machine learning algorithms. By simplifying the data exploration process, Datameer provides an intuitive and robust environment for loading, storing, querying, and manipulating data from any source. This streamlined approach aids businesses in reducing time-to-insight by revealing previously concealed relationships and trends. Final Thoughts In the dynamic and data-intensive landscape of 2023, organizations must prioritize the integration of data analytics and adopting emerging big data tools. Adopting emerging tools for big data analytics empowers organizations to seamlessly collect, store, process, and analyze vast volumes of data in real time, providing valuable insights and enabling timely decision-making. However, to fully capitalize on the benefits of these tools, organizations must invest in skilled data professionals who can adeptly leverage these tools to extract meaningful insights. Data literacy and cultivating a data-driven culture within the organization are pivotal components for success in the data-driven landscape of 2023. Organizations can thrive in the ever-evolving realm of data analytics by fostering an environment where data is valued and utilized to drive business outcomes.

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Business Intelligence, Big Data Management, Big Data

Business Intelligence for Actionable Insights: Top BI books to Explore

Article | July 4, 2023

In the fast-paced world of data-driven decision-making, having a solid understanding of BI is essential. Explore a handpicked selection of top books that cover everything a data professional needs. In today's data-driven landscape, businesses face the ongoing challenge of deriving meaningful insights from vast amounts of data to facilitate informed decision-making. This is where the field of business intelligence (BI) becomes crucial. Business intelligence encompasses a range of processes, technologies, and strategies that empower organizations to transform raw data into valuable insights, thereby driving business success. Access to comprehensive and insightful information is critical whether you're new to the field and seeking foundational knowledge or an experienced professional aiming to enhance your skills. This article will explore a curated selection of the best business intelligence books that offer valuable knowledge, practical guidance, and strategic insights. These books cover various facets of BI, including fundamental concepts, methodologies, agile approaches, data mining techniques, and cultural considerations. By delving into these essential resources, you will learn the tools and understanding necessary to navigate the complex realm of business intelligence, harness the full potential of your organization's data assets, and propel your business forward. 1. Business Intelligence Elizabeth Vitt, Michael Luckevich, Stacia Misner ‘Business Intelligence, 1st Edition’ presents a comprehensive approach to empower readers with the vital knowledge and expertise needed to thrive in the dynamic field of business intelligence (BI). Co-authored by Elizabeth Vitt, Michael Luckevich, and Stacia Misner, this BI book is an invaluable resource catering to both beginners and seasoned professionals within the realm of business intelligence. Setting the stage, the book lays a solid foundation by illuminating fundamental concepts in business intelligence. It adeptly demonstrates how organizations can harness the power of massive data repositories to glean invaluable business insights, enabling them to make informed decisions swiftly and effectively regarding customers, partners, and operational aspects. 'Business Intelligence' guides readers through the intricacies of leveraging business intelligence insights to seamlessly amalgamate information, individuals, and cutting-edge technologies. Armed with this knowledge, readers gain the confidence to devise and execute successful business strategies with precision. 2. Business Intelligence: Data Mining and Optimization for Decision Making Carlo Vercellis In the book 'Business Intelligence: Data Mining and Optimization for Decision Making,' Carlo Vercellis explores the crucial intersection between data mining, optimization techniques, and decision-making processes within the field of business intelligence. The author starts by laying the groundwork for business intelligence and introduces key concepts such as data warehousing, data mining and its applications, machine learning, supply optimization models, decision support systems, and analytical methods for performance evaluation, setting the stage for a holistic approach to business intelligence. The book emphasizes the practical application of data mining and optimization techniques through real-world examples and case studies. 'Business Intelligence: Data Mining and Optimization for Decision Making' though aimed at postgraduate students, is an essential resource for professionals and researchers interested in harnessing the power of data mining, optimization, and decision support systems. 3. Business Intelligence: An Essential Beginner’s Guide to BI Richard Hurley 'Business Intelligence: An Essential Beginner's Guide to BI, Big Data, Artificial Intelligence, Cybersecurity, Machine Learning, Data Science, Data Analytics, Social Media, and Internet Marketing,' provides a comprehensive introduction to the diverse and interconnected world of modern business intelligence. As the title suggests, this business intelligence book goes beyond traditional BI and explores emerging technologies shaping the business landscape. It delves into big data, providing insights into the challenges and opportunities associated with processing and analyzing massive datasets. Hurley introduces artificial intelligence (AI), machine learning (ML), and pattern recognition to explain their potential applications in driving business intelligence and decision-making. The book also addresses the critical roles that social media and internet marketing play in the growth of BI and how these platforms can be leveraged to gather valuable business intelligence insights and engage with customers effectively. 4. Business Intelligence: And How It Can Help You Grow Your Business Johan Faerch This book offers a practical and insightful guide to leveraging business intelligence strategies and techniques to drive business growth. This BI book is designed to empower entrepreneurs, business owners, and managers with the knowledge and tools necessary to make informed decisions and unlock the full potential of their organizations. It begins by introducing the concept of business intelligence and its significance in today's competitive marketplace and explains how BI goes beyond mere data analysis and reporting, acting as a catalyst for growth and innovation. The author highlights the transformative power of BI, demonstrating how it can provide a deep understanding of market trends, customer preferences, and internal operations. 'Business Intelligence: And How It Can Help You Grow Your Business' is a highly accessible and practical resource that bridges the gap between theory and real-world application. Johan Faerch's expertise and experience in the field, shines through as he provides valuable business intelligence insights and actionable strategies for harnessing the power of BI to achieve business growth. 5. Growing Business Intelligence Larry Burns 'Growing Business Intelligence: An Agile Approach to Leveraging Data and Analytics for Maximum Business Value' offers a comprehensive guide to unlocking the full potential of business intelligence (BI) through an agile and adaptable framework. This BI book provides practical insights and strategies for effectively utilizing data and analytics to drive continuous growth and optimize business value. With a keen focus on core principles, the book highlights the importance of navigating the complexities of BI architecture to find the most suitable path for each unique organization. The book serves as a trusted resource, guiding readers on effectively managing the risks associated with disruptive technologies and adopting agile methodologies to deliver on the promises of BI and analytics in a rapid, concise, and iterative manner. 'Growing Business Intelligence' is an invaluable asset for business leaders, managers, and data professionals involved in BI, analytics, or Big Data projects. It also caters to organizations aiming to maximize the value derived from their data and investments in BI technology. 6 Business Intelligence: A Comprehensive Approach to Information Needs, Technologies, and Culture Rimvydas Skyrius 'Business Intelligence: A Comprehensive Approach to Information Needs, Technologies, and Culture' by Rimvydas Skyrius delves deep into the multifaceted realm of business intelligence from various perspectives. This book looks at BI as a process driven by the synergistic blend of human capabilities and technological advancements and emphasizes the complex nature of information needs and decision-making support within organizations. It begins with a comprehensive introduction to the fundamental concepts of BI and related areas of information processing, navigating through the intricacies of BI, addressing data integration, information integration, and the processes & technologies involved. It further explores the maturity and agility of BI, delving into the components, drivers, and inhibitors of BI culture, as well as the soft factors like attention, sense, and trust that shape the BI landscape. Rimvydas, in this book, presents a holistic perspective view on business intelligence, possible structures and tradeoffs within the field of BI, providing readers with valuable insights. 7. Business Intelligence Strategy: A Practical Guide for Achieving BI Excellence John Boyer, Bill Frank, Brian Green, Tracy Harris, Kay Van De Vanter 'Business Intelligence Strategy: A Practical Guide for Achieving BI Excellence' serves as a comprehensive and practical guide for organizations aiming to develop and implement a successful business intelligence strategy that drives excellence and delivers tangible results. The book begins by emphasizing the strategic importance of BI in modern organizations, highlighting its role in enabling informed decision-making, improving operational efficiency, and fostering a data-driven culture. It guides readers through the process of creating business alignment strategies that help prioritize business requirements, build organizational & cultural strategies, increase IT efficiency, and promote user adoption. The authors emphasize the importance of engaging stakeholders and fostering collaboration between business and IT teams to ensure the strategy's effectiveness and long-term success. 'Business Intelligence Strategy' equip readers with the right tools and strategies to develop and implement a robust BI strategy that drives excellence and delivers measurable value to their organization. 8. Fundamentals of Business Intelligence (Data-Centric Systems and Applications) Wilfried Grossmann, Stefanie Rinderle-Ma 'Fundamentals of Business Intelligence' serves as a comprehensive and systematic introduction to the dynamic field of business intelligence , providing readers with strong foundational knowledge. This business intelligence book focuses on the transformation of process-oriented data into valuable information crucial for decision-making across diverse domains. The authors, Grossmann and Rinderle-Ma, follow a step-by-step approach to develop models and analytical tools that enable the acquisition of high-quality data structured in a manner conducive to applying complex analytical techniques. Covering a wide range of essential topics, the book delves into the fundamental concepts of business intelligence, the data-centric nature of BI, exploring various approaches to modeling in BI applications, data provisioning, data description, visualization, reporting, and more. The book seamlessly blends theoretical explanations with practical examples and compelling case studies to further enhance comprehension. 9. Business Intelligence: The Savvy Manager's Guide 1st Edition David Loshin 'Business Intelligence: The Savvy Manager's Guide' is an insightful resource offering, practical guidance and strategic insight to assist managers in comprehending, implementing, and maximizing the benefits of BI. Loshin initiates the journey by clearly describing the fundamental architectural components of a business intelligence environment. Topics covered range from traditional subjects such as business process modeling and data modeling to more contemporary areas like business rule systems, data profiling, information compliance and data quality, data warehousing, and data mining. The book follows a logical progression, starting with the establishment of a robust data model infrastructure, followed by data preparation, analysis, integration, knowledge discovery, and ultimately the practical utilization of the acquired knowledge. Loshin adeptly provides clear explanations devoid of technical jargon, coupled with in-depth descriptions that articulate the business value of emerging technologies while offering the necessary introductory technical background. The true strength of this book lies in its ability to bridge the gap between technical and managerial perspectives. 10. Business Intelligence: The Savvy Manager's Guide 2nd Edition David Loshin 'Business Intelligence: The Savvy Manager's Guide' by David Loshin is a comprehensive resource that equips managers with the knowledge and insights necessary to effectively navigate the field of business intelligence.The book covers the basics of a BI program, from the value of information and the mechanics of planning for success to data model infrastructure, data preparation, data analysis, integration, knowledge discovery, and the actual use of discovered knowledge. The author also explores key factors to be taken into account in the planning and execution of a successful BI program, considerations for developing a BI roadmap, the platforms for analysis, such as data warehouses, and the concepts of business metadata. 'Business Intelligence: The Savvy Manager's Guide' serves as an accessible resource for BI professionals, including senior and middle-level managers, Chief Information Officers, Chief Data Officers, senior business executives, business staff members, database or software engineers, and business analysts seeking to harness the power of BI in their organizations. Conclusion The field of business intelligence is ever-evolving and plays a vital role in the current data-driven business landscape. The books highlighted in this article provide a wealth of knowledge and insights for individuals at various stages of their BI journey. These business intelligence books collectively offer a comprehensive and diverse range of perspectives on business intelligence to promote growth and expertise. Whether you are a beginner seeking fundamental knowledge or a seasoned professional aiming to enhance your skills, these resources provide valuable insights and guidance for harnessing the power of BI to drive success in the modern business landscape.

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IQVIA Earns Healthcare Leader Recognition in Data Stack Awards

IQVIA | September 18, 2023

Snowflake recognizes IQVIA as a Global Healthcare Leader in the Measurement and Attribution category as part of its annual Modern Marketing Data Stack awards. The Modern Marketing Data Stack report comprehensively analyzes data tools, applications, technologies, and processes in marketing data stacks. Orchestrated Analytics GM Tanveer Nasir expressed his gratitude for the recognition and emphasized the company's commitment to improving brand performance and patient lives through data-driven insights and solutions. Snowflake, a leading data cloud platform, has recognized IQVIA as a Global Healthcare Leader in the prestigious Measurement and Attribution category. This recognition comes as part of Snowflake's annual Modern Marketing Data Stack awards. The Modern Marketing Data Stack report is the outcome of a comprehensive year-long analysis focusing on data tools, applications, technologies, and processes employed by organizations in their marketing data stacks. This exhaustive assessment, encompassing approximately 8,100 Snowflake customers, employs a weighted scoring algorithm to discern "marketplace leaders" across diverse data-driven business functions and technology categories. The report underscores IQVIA's proficiency in aiding healthcare and life sciences organizations in the compliant utilization of extensive data resources. This enables swift and precise measurement and reporting, ultimately leading to actionable insights that facilitate informed decision-making and the formulation of effective sales and marketing strategies. In recent years, life sciences firms have significantly increased their investments in business intelligence (BI) solutions to enhance their competitiveness and performance. However, this growth has also brought forth challenges, such as analytics failing to address essential business questions, the absence of a "single source of truth" for dependable insights, and the inability to prioritize personalized prescriptive insights. IQVIA's Orchestrated Analytics platform has emerged as a preeminent solution in the industry due to its comprehensive consulting and change management approach. This approach guarantees that solutions align with specific business requirements, irrespective of the market while minimizing initial investment risks. Furthermore, the platform offers an array of self-service applications empowering business stakeholders to customize insights and extract reliable and actionable intelligence. An exceptional feature of IQVIA's Orchestrated Analytics is its extensive library of algorithms, featuring over 200 algorithms and a multitude of Key Performance Indicators (KPIs) exceeding 400, all aimed at elevating commercial impact through personalized insights for each user. The platform's user-friendly interface is complemented by embedded smart assistants, ensuring effortless access to personalized intelligence across a spectrum of business intelligence tools. IQVIA's global presence is another hallmark, with a team of over 86,000 experts operating in more than 100 countries. This expansive network accelerates the commercial impact of life sciences companies by furnishing market-relevant insights. In addition, Orchestrated Analytics is entrusted by seven out of the top ten pharmaceutical companies worldwide as they expand their brand portfolios. Tanveer Nasir, General Manager, Orchestrated Analytics, commented We are honored to be selected by Snowflake as the global leader in Measurement and Attribution in their Modern Marketing Data Stack report. [Source: IQVIA] He further explains that their insight recommendations and user adoption framework worked together effectively to enhance the sales force's efficiency and increase productivity. They had exhibited a significant ROI just by demonstrating Rx uplift for a top 10 pharmaceutical brand. Nasir conveyed that their commitment to enhancing brand performance and improving patients' lives worldwide by identifying the right customer at the right time through the correct channel and messaging continues to drive their passion.

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Acoustic Builds Acoustic Connect℠ on the Snowflake Data Cloud

PR Newswire | August 21, 2023

Acoustic, a global marketing and customer engagement provider for B2C brands, today announced its partnership with Snowflake, the Data Cloud company, to optimize data sharing within the Acoustic Connect℠ platform. Acoustic Connect, Powered by Snowflake, enables marketers to seamlessly integrate multiple data sources into marketing activities, giving them a complete view of the customer journey and empowering them to create data-driven, personalization strategies based on behavior signals gathered throughout the digital customer experience. With Snowflake's Data Cloud, Acoustic Connect provides marketers with the ability to act on intent signals and engage customers across the buying journey as the first-of-its-kind platform to link campaign activities, customer data, and behavioral experience in real time. "By partnering with Snowflake, we have embraced a streaming-based model that enables marketers to understand and respond to customer behaviors in real time," said John Riewerts, SVP of Engineering at Acoustic. "With all data centralized in one place, our customers can now personalize their marketing efforts based on a wider selection of attributes. This partnership has allowed us to introduce Acoustic Connect, a game-changing solution that seamlessly ties together journey orchestration, multichannel marketing, and behavioral experience insights in an all-in-one platform." Building Acoustic Connect on Snowflake has allowed Acoustic to leverage Snowflake's Snowpipe Streaming capabilities to deliver enhanced data sharing and management as well as broader customer insights. Marketers using Acoustic Connect can integrate multiple data sources, make sense of this information quickly, and leverage it to launch personalized campaigns that capture consumer attention in the moment. Additionally, the time from implementation to execution is decreased due to Snowflake's ability to stream data, which helps marketers improve time to value and prove marketing ROI quickly. "We're excited to support Acoustic on its journey to transform how marketers orchestrate digital customer experiences by providing real-time data streaming capabilities that empower marketers to react in the moment," said Bill Stratton, Global Industry GTM Lead, Media, Entertainment and Advertising at Snowflake. "By building on the Snowflake Data Cloud, Acoustic is enabling marketers to leverage behavioral insights and create meaningful customer engagements." Joint customers will be able to gain transformative insights in real time with Acoustic Connect, powered by Snowflake. The combination of Acoustic's marketing platform with Snowflake's cutting-edge technology equips brands with the crucial data they need to create personalized, engaging experiences that drive customer satisfaction and loyalty.  Industry leading applications are Powered by Snowflake. By building on Snowflake, product and engineering teams are able to develop, scale, and operate their applications without operational burden, delivering differentiated products to their customers. With the Powered by Snowflake program, builders get access to resources to help them design, market, and operate their applications in the Data Cloud. To learn more about the Powered by Snowflake program and how organizations are building on Snowflake, click here. About Acoustic, L.P. Acoustic, L.P. helps brands build closer, lasting, more rewarding customer connections through data-driven visibility and personal, relevant, and frictionless engagement. Our diverse range of solutions includes unified marketing and digital customer experience insights, campaign execution, behavioral experience analytics, and optimized pricing, promotion, markdown, and collaboration technology. With the help of our award-winning technology and unbeatable client success teams, businesses across industries can drive customer lifetime value. Learn more about the Acoustic portfolio at www.acoustic.com.

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Big Data Management

9Rooftops Launches Trajectory, New Data Driven Marketing Division

9Rooftops | October 08, 2021

Today, 9Rooftops, a leading integrated marketing agency, announced the launch of their new data-driven marketing division, Trajectory, which uses data science and machine learning to bring the most advanced analytical methods to common marketing issues. As marketers continue to shift strategies in response to privacy protections, business intelligence is transforming, and they need to understand why and what levers can be pulled in response to these changes. Trajectory helps clients unlock the true potential of their data, delivering unexpected insights that connect brands to their consumers. Co-led by young industry titans Amy Nixon, SVP, Director of Strategy, and Josh MacCarty, Vice President, Director of Data Science and Analytics, the new division is excited to help brands get the most from their data, using a flexible, scalable model. Nixon and MacCarty will continue to provide data marketing services to existing 9Rooftops clients, who are already leveraging Trajectory’s marketing strategies. “There’s an art and science to what we do – by harnessing the power of data and adding context and strategy, we deliver a data-backed strategic roadmap,” said Amy Nixon, SVP, Director of Strategy. “Trajectory was born from the idea that marketers have fundamental questions they ought to be able to answer but increasingly, can’t. ‘What was the effect of this program on sales?’ ‘How can I generate more traffic?’ Whether it’s identifying marketing attribution or forecasting with confidence, Trajectory provides answers to make marketers’ jobs easier.” “Brands with access to transactional data are sitting on a literal treasure trove of strategic assets and have only partially transformed this information – sometimes, not at all. We’ll help companies gain a significant advantage by leveraging data in highly competitive categories – this is where Trajectory will play an instrumental role in refining strategic analysis.” Kevin Meany, CEO at 9Rooftops Nixon hails from 9Rooftops and prior, FCB Chicago – she has more than 15 years of experience partnering with marketers to best reach consumers and has worked across CPG, retail, healthcare, wine/spirits and more, on brands including SC Johnson, Kraft, Bayer and International Truck. MacCarty is an economist and data science leader and has been bridging the art and science of data analysis for more than 12 years. Uniquely balanced between business acumen and economics, Josh has been recognized as DMN’s “National 40 Under 40 Marketers” for his use of data science to solve business problems and is a three times best-seller on learning platform Udemy for his course, “Foundations of Machine Learning.” MacCarty stated, “Whether you know exactly what you need, or just know you want to get more from your data, we work with clients of all sizes and levels of data sophistication – the breadth of our capabilities is sweeping. We have a top-tier data science team of machine learning experts, econometricians, statisticians, analysts and more who help clients navigate strategic data opportunities to elevate marketing and improve ROI, far surpassing data alone.” 9Rooftops, best known for their work with established brands like Qdoba Mexican Eats, New Amsterdam Vodka, Jelmar/CLR, Belle Tire, The Coca-Cola Company and Barilla, is headquartered in Chicago. About Trajectory Headquartered in Chicago, IL, Trajectory is a data-driven marketing consultancy of 9Rooftops, aiming to uncover valuable insights, fuel smarter marketing strategies and spark growth. Trajectory applies data science and machine learning to bring the most advanced analytical methods to common issues in marketing and helps clients unlock the true potential of their data, delivering unexpected insights that connect brands to their consumers. For more information about Trajectory, visit trajectorydata.com and LinkedIn. About 9Rooftops Headquartered in Chicago, IL, 9Rooftops is an integrated marketing agency, known for breakthrough creative that gets results. Enhanced with an in-house, multimedia content studio, data-driven health division and full-service branded media practice, 9Rooftops has offices in nine cities and more than 250 employees.

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IQVIA Earns Healthcare Leader Recognition in Data Stack Awards

IQVIA | September 18, 2023

Snowflake recognizes IQVIA as a Global Healthcare Leader in the Measurement and Attribution category as part of its annual Modern Marketing Data Stack awards. The Modern Marketing Data Stack report comprehensively analyzes data tools, applications, technologies, and processes in marketing data stacks. Orchestrated Analytics GM Tanveer Nasir expressed his gratitude for the recognition and emphasized the company's commitment to improving brand performance and patient lives through data-driven insights and solutions. Snowflake, a leading data cloud platform, has recognized IQVIA as a Global Healthcare Leader in the prestigious Measurement and Attribution category. This recognition comes as part of Snowflake's annual Modern Marketing Data Stack awards. The Modern Marketing Data Stack report is the outcome of a comprehensive year-long analysis focusing on data tools, applications, technologies, and processes employed by organizations in their marketing data stacks. This exhaustive assessment, encompassing approximately 8,100 Snowflake customers, employs a weighted scoring algorithm to discern "marketplace leaders" across diverse data-driven business functions and technology categories. The report underscores IQVIA's proficiency in aiding healthcare and life sciences organizations in the compliant utilization of extensive data resources. This enables swift and precise measurement and reporting, ultimately leading to actionable insights that facilitate informed decision-making and the formulation of effective sales and marketing strategies. In recent years, life sciences firms have significantly increased their investments in business intelligence (BI) solutions to enhance their competitiveness and performance. However, this growth has also brought forth challenges, such as analytics failing to address essential business questions, the absence of a "single source of truth" for dependable insights, and the inability to prioritize personalized prescriptive insights. IQVIA's Orchestrated Analytics platform has emerged as a preeminent solution in the industry due to its comprehensive consulting and change management approach. This approach guarantees that solutions align with specific business requirements, irrespective of the market while minimizing initial investment risks. Furthermore, the platform offers an array of self-service applications empowering business stakeholders to customize insights and extract reliable and actionable intelligence. An exceptional feature of IQVIA's Orchestrated Analytics is its extensive library of algorithms, featuring over 200 algorithms and a multitude of Key Performance Indicators (KPIs) exceeding 400, all aimed at elevating commercial impact through personalized insights for each user. The platform's user-friendly interface is complemented by embedded smart assistants, ensuring effortless access to personalized intelligence across a spectrum of business intelligence tools. IQVIA's global presence is another hallmark, with a team of over 86,000 experts operating in more than 100 countries. This expansive network accelerates the commercial impact of life sciences companies by furnishing market-relevant insights. In addition, Orchestrated Analytics is entrusted by seven out of the top ten pharmaceutical companies worldwide as they expand their brand portfolios. Tanveer Nasir, General Manager, Orchestrated Analytics, commented We are honored to be selected by Snowflake as the global leader in Measurement and Attribution in their Modern Marketing Data Stack report. [Source: IQVIA] He further explains that their insight recommendations and user adoption framework worked together effectively to enhance the sales force's efficiency and increase productivity. They had exhibited a significant ROI just by demonstrating Rx uplift for a top 10 pharmaceutical brand. Nasir conveyed that their commitment to enhancing brand performance and improving patients' lives worldwide by identifying the right customer at the right time through the correct channel and messaging continues to drive their passion.

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Business Intelligence, Big Data Management, Big Data

Acoustic Builds Acoustic Connect℠ on the Snowflake Data Cloud

PR Newswire | August 21, 2023

Acoustic, a global marketing and customer engagement provider for B2C brands, today announced its partnership with Snowflake, the Data Cloud company, to optimize data sharing within the Acoustic Connect℠ platform. Acoustic Connect, Powered by Snowflake, enables marketers to seamlessly integrate multiple data sources into marketing activities, giving them a complete view of the customer journey and empowering them to create data-driven, personalization strategies based on behavior signals gathered throughout the digital customer experience. With Snowflake's Data Cloud, Acoustic Connect provides marketers with the ability to act on intent signals and engage customers across the buying journey as the first-of-its-kind platform to link campaign activities, customer data, and behavioral experience in real time. "By partnering with Snowflake, we have embraced a streaming-based model that enables marketers to understand and respond to customer behaviors in real time," said John Riewerts, SVP of Engineering at Acoustic. "With all data centralized in one place, our customers can now personalize their marketing efforts based on a wider selection of attributes. This partnership has allowed us to introduce Acoustic Connect, a game-changing solution that seamlessly ties together journey orchestration, multichannel marketing, and behavioral experience insights in an all-in-one platform." Building Acoustic Connect on Snowflake has allowed Acoustic to leverage Snowflake's Snowpipe Streaming capabilities to deliver enhanced data sharing and management as well as broader customer insights. Marketers using Acoustic Connect can integrate multiple data sources, make sense of this information quickly, and leverage it to launch personalized campaigns that capture consumer attention in the moment. Additionally, the time from implementation to execution is decreased due to Snowflake's ability to stream data, which helps marketers improve time to value and prove marketing ROI quickly. "We're excited to support Acoustic on its journey to transform how marketers orchestrate digital customer experiences by providing real-time data streaming capabilities that empower marketers to react in the moment," said Bill Stratton, Global Industry GTM Lead, Media, Entertainment and Advertising at Snowflake. "By building on the Snowflake Data Cloud, Acoustic is enabling marketers to leverage behavioral insights and create meaningful customer engagements." Joint customers will be able to gain transformative insights in real time with Acoustic Connect, powered by Snowflake. The combination of Acoustic's marketing platform with Snowflake's cutting-edge technology equips brands with the crucial data they need to create personalized, engaging experiences that drive customer satisfaction and loyalty.  Industry leading applications are Powered by Snowflake. By building on Snowflake, product and engineering teams are able to develop, scale, and operate their applications without operational burden, delivering differentiated products to their customers. With the Powered by Snowflake program, builders get access to resources to help them design, market, and operate their applications in the Data Cloud. To learn more about the Powered by Snowflake program and how organizations are building on Snowflake, click here. About Acoustic, L.P. Acoustic, L.P. helps brands build closer, lasting, more rewarding customer connections through data-driven visibility and personal, relevant, and frictionless engagement. Our diverse range of solutions includes unified marketing and digital customer experience insights, campaign execution, behavioral experience analytics, and optimized pricing, promotion, markdown, and collaboration technology. With the help of our award-winning technology and unbeatable client success teams, businesses across industries can drive customer lifetime value. Learn more about the Acoustic portfolio at www.acoustic.com.

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Big Data Management

9Rooftops Launches Trajectory, New Data Driven Marketing Division

9Rooftops | October 08, 2021

Today, 9Rooftops, a leading integrated marketing agency, announced the launch of their new data-driven marketing division, Trajectory, which uses data science and machine learning to bring the most advanced analytical methods to common marketing issues. As marketers continue to shift strategies in response to privacy protections, business intelligence is transforming, and they need to understand why and what levers can be pulled in response to these changes. Trajectory helps clients unlock the true potential of their data, delivering unexpected insights that connect brands to their consumers. Co-led by young industry titans Amy Nixon, SVP, Director of Strategy, and Josh MacCarty, Vice President, Director of Data Science and Analytics, the new division is excited to help brands get the most from their data, using a flexible, scalable model. Nixon and MacCarty will continue to provide data marketing services to existing 9Rooftops clients, who are already leveraging Trajectory’s marketing strategies. “There’s an art and science to what we do – by harnessing the power of data and adding context and strategy, we deliver a data-backed strategic roadmap,” said Amy Nixon, SVP, Director of Strategy. “Trajectory was born from the idea that marketers have fundamental questions they ought to be able to answer but increasingly, can’t. ‘What was the effect of this program on sales?’ ‘How can I generate more traffic?’ Whether it’s identifying marketing attribution or forecasting with confidence, Trajectory provides answers to make marketers’ jobs easier.” “Brands with access to transactional data are sitting on a literal treasure trove of strategic assets and have only partially transformed this information – sometimes, not at all. We’ll help companies gain a significant advantage by leveraging data in highly competitive categories – this is where Trajectory will play an instrumental role in refining strategic analysis.” Kevin Meany, CEO at 9Rooftops Nixon hails from 9Rooftops and prior, FCB Chicago – she has more than 15 years of experience partnering with marketers to best reach consumers and has worked across CPG, retail, healthcare, wine/spirits and more, on brands including SC Johnson, Kraft, Bayer and International Truck. MacCarty is an economist and data science leader and has been bridging the art and science of data analysis for more than 12 years. Uniquely balanced between business acumen and economics, Josh has been recognized as DMN’s “National 40 Under 40 Marketers” for his use of data science to solve business problems and is a three times best-seller on learning platform Udemy for his course, “Foundations of Machine Learning.” MacCarty stated, “Whether you know exactly what you need, or just know you want to get more from your data, we work with clients of all sizes and levels of data sophistication – the breadth of our capabilities is sweeping. We have a top-tier data science team of machine learning experts, econometricians, statisticians, analysts and more who help clients navigate strategic data opportunities to elevate marketing and improve ROI, far surpassing data alone.” 9Rooftops, best known for their work with established brands like Qdoba Mexican Eats, New Amsterdam Vodka, Jelmar/CLR, Belle Tire, The Coca-Cola Company and Barilla, is headquartered in Chicago. About Trajectory Headquartered in Chicago, IL, Trajectory is a data-driven marketing consultancy of 9Rooftops, aiming to uncover valuable insights, fuel smarter marketing strategies and spark growth. Trajectory applies data science and machine learning to bring the most advanced analytical methods to common issues in marketing and helps clients unlock the true potential of their data, delivering unexpected insights that connect brands to their consumers. For more information about Trajectory, visit trajectorydata.com and LinkedIn. About 9Rooftops Headquartered in Chicago, IL, 9Rooftops is an integrated marketing agency, known for breakthrough creative that gets results. Enhanced with an in-house, multimedia content studio, data-driven health division and full-service branded media practice, 9Rooftops has offices in nine cities and more than 250 employees.

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