In the early to full adoption years of full-color personalized printing, we talked about how clients didn’t have enough data to produce fully personalized jobs. But as full-color personalized printing has entered a more mature stage, it seems that we haven’t had that discussion in awhile. Perhaps that’s because even smaller companies are drowning in data. They just don’t know what to do with it.
In a recent webinar, Barb Pellow, director of InfoTrends, cited a marketing survey from DOMO in which CMOs were asked to agree, strongly agree, disagree, or strongly disagree with the following statement: “I am able to handle the volume of marketing data that’s available for analysis without being overwhelmed.” Sixty-six percent (66%) either disagreed or strongly disagreed with that statement.
Yet when DOMO asked them to respond to, “I have access to all the marketing data I need,” 51% of CMOs disagreed or strongly disagreed with that statement.
CMOs have more data than they know what to do with, but they still don’t have what they need.
Do you know what this sounds like? It sounds like a recipe for someone to come in and offer to help them define their goals, define the data they need to achieve them, and then either help them centralize that data from within their organizations or help them go out and get it.
Anyone want to volunteer? Anyone . . . ? Anyone . . . ?