Scott Brinker is one of the best marketing minds today. He refers to himself as a marketing technologist, but he’s far more than that. Yet again, with his latest post, he forces the B2B marketer to reevaluate thinking. BTW: don’t overlook his concept of Big Testing, covered last week in his blog. As usual, you’ll need to click-through to gain the greater understanding, but here’s a teaser…
Here's another way to visualize the relationship between big data and the other innovations happening in the marketing department:
The first is customer communications and the revolution brought about by social media. Marketing communications has, rather quickly, moved from being a one-way broadcast to a more personal, two-way interaction with customers, prospects, and influencers, all interconnected together.
The second is customer analytics, using analytics and big data to better understand and measure customer opportunities. There is unquestionably a lot of value to be unlocked here, which is why the "data revolution" in marketing is so big right now. However, these innovations are generally much more technical in nature.
The third is customer experience, delivering remarkable customer experiences at every touchpoint in the customer lifecycle. In our digitally-malleable world, marketers can now wield technology to craft customer experiences that are powerfully differentiated — on a scale that was impossible to conceive not too many years ago.
I believe that the scale of this "experience revolution" will dwarf the other two. This mission is "big experience."
Big experience is nearly unlimited in the innovations that lie ahead. They're not all technical in nature, but a significant portion of them are rooted in technology. To pursue these opportunities, marketing must expand its technical capabilities beyond data analytics. This is why marketing technologists, not just data scientists, should be a part of every marketing team's growth plans moving forward.
Of course, some of the most fascinating areas in marketing are at the intersections of these three domains. For instance, the intersection between customer analytics and customer experience, where personalization and big testing are sprouting.