Successful data-driven marketing follows four components:

1.       Philosophy:  an organization must have the right philosophy and culture in order to successfully generate data-driven marketing.  If your organization has the desire to really succeed with data-driven marketing, your philosophy must include the desire to act and to change, without the desire to act and to change “data and technology only provide interest as opposed to insight” based on data, an organization will not succeed with data-driven marketing.

2.       Processes:  the process relates to the ability to act based on the data. Mason mentions the process includes building the ‘measurement’ into the marketing process and developing the process for managing the technologies and management of decision making.

3.       Data:  data is the vital ingredient in the data-driven marketing recipe. Data must be integrated, rather than analyzed in silos; different data sources must relate to each other in order for effective data-driven marketing activities.

4.       Technology: the technologies used are the tools that enable data-driven marketing. Like the data, the technology tools should integrate and not operate in silos.

The combination of organizational philosophy and processes and integrated data using strong technology tools provide the foundation for successful data-driven marketing efforts.

Source: Data-Driven Marketing by Neil Mason.  (sponsored by Omniture) December 22, 2009