Swap data discounting for greater tactical use

It was with mixed feelings that I read Alan Mitchell’s piece “Getting consumers in on the act is the best formula for success” (MW April 20). Surely we’ve been here before?

The misguided belief that marketers had “distilled the secrets of CRM” has led to many CRM disasters over the years for the very reasons that Mitchell reflects upon/ “push-button” marketing, where a business can get an answer and instantly know what to do, simply does not exist.

However, I do believe that his attitude to the data industry is a little misguided. There is more to some data businesses than just “harvesting, selling and using consumer data”. I agree that data is a personal asset, and our duty is to ensure that it is used to the best effect for the consumer.

At a technological level, data is an extremely useful tool to marketers, but the process can fall apart when there aren’t enough data professionals who instinctively understand marketing and their customers. This is often because these professionals are placed in silos within companies, and rarely see the marketing picture at an enterprise level. This is ostensibly the fault of the marketing industry as a whole, not just data businesses.

The solution is rather to encourage marketers to use data tactically and effectively – not simply discounting it.

Scott Logie

Managing director

Occam

Radstock BA3

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here