Big Data has reshaped marketing. But, with most companies now using data-driven marketing, how can you create competitive advantage for your firm and boost metrics such as revenue and profitability?
In this white paper from the Winterberry Group, learn how an executive-level panel views these issues and how they plan to use data to create competitive advantage across a range of advertising, marketing and digital media use cases.
The key findings in this paper are:
- Data can drive competitive advantage by providing a better understanding of customers and better design and execution of marketing programs.
- Companies have struggled to show the direct impact of data-driven marketing to business metrics such as revenue and profitability.
- Future competitive advantage will depend on companies’ ability to use data to meet the unique needs of their firm, including defining what datasets to collect or purchase and how to manage them.
Using charts and participant quotes, the white paper details both the current state of data-driven marketing for these companies and where they would like to be in the future. It provides great insights into how data has created competitive advantage to date and where firms believe more opportunities exist. The paper also underscores the importance of using high-quality, accurate data, such as that available from Dun & Bradstreet, to support marketing programs.
Data as Competitive Advantage
Dun & Bradstreet has partnered with Oracle to bring you the accurate, comprehensive data and tools you need to build competitive advantage. To find out more about how you can leverage Dun & Bradstreet data within your Oracle solutions, visit D&B for Oracle Cloud