IDP delivers data-driven marketing solutions, targeted to your marketing directives, and focused on the art & science of data integration, ‘invasive’ data management and deep-dive data mining.
With the rise of data analytics, marketers now have access to more detailed information about their most valuable customers, where they spend time, and how they behave on the internet. This knowledge allows them to focus money and marketing efforts on individuals who meet calculated criteria based on the data, rather than targeting homogeneous groups. Essentially, marketers can now cater to each individual. — DataInformed, Jan 2017
If strategic analytics are the crowns to data-driven marketing, then data management and data mining are the foundations. Data mining is the data preparation and exploration process of creating analytical data sets, and in turn, analytics. Data mining is discovering new data relationships, creating new data transformations, and developing the best analytic approaches.
Great marketing analytics depend on generating the right analytical data set and that’s 75% of the overall process.
Data Mining — Challenges
Effective use of data is a competitive weapon; and marketers rely heavily on their analytic weapons. Yet, marketers fail to get the deep-dive analytics they need. And that’s because deep-dive analytics require exhaustive exploration.
Far too much handcrafted work — what data scientists call ‘data wrangling’, ‘data munging’ and ‘data janitor work’ — is required. Data scientists spend from 50% to 80% of their time mired in this mundane labor of collecting and preparing unruly data. — NYT, Aug 2014
There are many challenges. Data is fragmented. There’s no linking data across channels. There are no internal data management skills. Data quality is poor. And of course, data management is ‘janitor work’. The roadblock isn’t statistics, rather, the effort spent to integrate data into the analytical data sets. Data sets that generate analytics.
Marketers are also swamped by data volumes. Many aren’t sure of the data they have; they don’t believe they have the data they need; and much of what they do have, they question the quality, or they can’t access.
And most business analysts don’t engage in data mining. They either lack data management skills or aren’t trained in deep-dive analytics. They can’t manage complex data structures or disparate data sources. So analysts create damaging errors buried in undocumented desktop code. In the end, marketers lose confidence in both reporting and data.
Data Mining — IDP
It’s not whether companies have enough data; what matters is how they use data. Data has become a “competitive weapon” that give businesses an advantage over competitors. It’s about delivering a continuity of experience and giving customers what they want in a way that’s better and faster. — 1to1 Media, Oct 2015
We remove the requirement that business analysts manage large data volumes or complex data structures — bridging the gap between data management and analytics. So business analysts focus, not on data, but on making recommendations from statistics. We manage large data volumes with complex structures and integrate disparate data sources to build rock-solid analytical data sets. Even when facing difficult data.
And we always collaborate with marketing to generate actionable results. IDP empowers marketing executives to take control of their data, their analytics and their marketing technology.