Marketing intelligence sofware will become more mainstream in the next six to 18 months, argues Leah Pope, global CMO of martech company Datorama.
“Marketing intelligence is a fairly new, emerging market. Marketing analytics has been around for a very long time but marketing intelligence is kind of a combination of people, technology and processes,” Pope told Which-50 in a recent interview.
Marketing Intelligence products bring together processes like data integration, data modeling and insight generation to evaluate marketing and media decisions and make better ones in the future.
As CMO, Pope uses Datorama’s marketing intelligence platform to understand how events, content, creative, advertising, web and social interact. As well as how those actions are performing against her business goals.
“Once I have control over my performance and impact and can get smarter about how I go execute my marketing,” she said.
That visibility allows marketers to be more stratgeic about how they spend their budgets, Pope said.
“In the past we put money at a problem. If you want to drive more pipeline you put more money into advertising or you spent more dollars on events. I think as we start to embrace more of this data, we can get smarter about how we actually do marketing, as opposed to spending more money.”
For example, in the world of B2B marketing, organic web has become an important channel, Pope said, in response Datorama is spending more resources on its “creative and content to drive smarter inbound approaches.”
This week Datorama announced complementary solution within its marketing intelligence platform called LiteConnect which uses (AI) to turn spreadsheets or data files into an interactive, marketing-specific dashboards.
Datorama launched in the Australian market five years ago, the same time it launched in the US.
The local office currently has about 35 people with a plan to be closer to 50 in the next six months, Pope said.
“I think you see a lot of companies go US first, then dip a toe into Australia. So they have a very different perspective of the Australian market. To us the Australian market was strategic from day one. We’ve had pretty sophisticated customers out here since the beginning,” Pope said.
Datorama’s APAC customer’s include Pernod Ricard and L’Oreal, as well as a number of the big holding agencies.
“One thing I would say about our experience in Australian is that contrary to popular belief they are not actually lagging behind the US at all. They often are testing and getting to market faster.”