Data Does Not Equal Intelligence

In today's digital world, companies have no shortage of data...Websites, CRM systems, marketing databases all serve to produce mountains of information. However, very few companies have turned that data mountain into meaningful intelligence.

Case in Point: I was recently working with a Fortune 500 company that was about to launch a new product. This company has over 500K customers and the natural inclination was to target marketing initiatives to their current base. When asked "Which segments of the base should we focus our efforts on?"...the room fell silent. This silence is not unusual.

Transforming your various data resources into an INTELLIGENCE ADVANTAGE is vital. The returns from these initiatives are immense.

First Step: Conduct an INTELLIGENCE ASSESSMENT. Determine the various data resources you have already. Once identified, these resources can be analyzed and compiled into usable profiles that provide specific details about how best to target, message, and attract / retain your primary target audiences.

The end result: INTELLIGENT MARKETING that produces higher returns, greater revenues, and increased profitability.

- Read Ziegler is the founder, president & CEO of Vantedge Group