PPB April 2016

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provider’s data analytics capabili-
ties and data warehousing plat-
form, the college’s officers now
receive specialized reports so
they can review admissions offi-
cers’ participation and utilization
of specific recruitment programs.
The notion that data can
guide marketing decisions isn’t
new. What is new is the volume
of data, which has multiplied due
to the number of available com-
munications channels. With so
many advanced metrics and data
capturing tools available, cam-
paigns can constantly generate
valuable information about cus-
tomers. In fact, according to data
warehousing firm Teradata, 75
percent of marketers plan to
implement a big data analytics
solution during the next two
years “to untangle the mass of
customer data available to them.”
Analytics dashboards and
reports can provide complete vis-
ibility into the status of clients’
ongoing programs. Marketing
teams can align metrics with
their business goals and track
what matters most.
Customized data dashboards
can be designed to provide real-
time feedback, allowing mar-
keters to fine-tune campaigns on
the fly.
The importance of data ana-
lytics is driving the transforma-
tion of customer engagement in
digital marketing. As more dis-
tributors evolve into marketing
services providers, opportunities
abound to help marketing teams
solve their problems and achieve
their goals.
Analytics dash-
boards and reports
can provide com-
plete visibility into
the status of clients’
ongoing programs.
Marketing teams
can align metrics
with their business
goals and track what
matters most.
APRIL 2016 • PPB • 55
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MARKETING
Darin Painter is editor-in-chief of PS Magazine. Reprinted with permission of
Print Services & Distribution Association (PSDA).