DATA FOCUS: Up close and personal - data analytics
Why B2B marketers should be utilising data analytics and how to do it
Despite data analytics rarely being utilsed by B2B marketers, its proponents claim that it is the marketers' single best tool for effective campaigns. Done sensibly, it enables marketers to find out mission-critical information like which companies resemble their best customers, what is the real scale of opportunity in a given region or sector, and how they can plan balanced sales territories, says Richard Payne Gill, new business leader at D&B. The answers that analytics provide, shape not just who they market to, but also which sales channel, creative application and media outlet they use.