The power of data maturity in marketing

The power of data maturity in marketing

A decade ago, McKinsey Global Institute called Big Data “The next frontier for innovation,

competition and productivity”.

Since then, the role of data in business has evolved; elevating decision-making, deepening customer understanding and enhancing operational efficiency.

Data maturity is a vital measurement for business. It gauges how advanced a company is at analysing statistical information. With that, comes a sliding scale of adoption; from industry to

industry, business to business and department to department. A high level of data maturity signifies a deep integration with data playing a part in every organisational decision.

Organisations with a high level of data maturing report increased revenue, efficiency and supercharged growth. It’s clear that in a world of analytics, understanding data is the key to growth and resilience but what does big data mean for marketers?

What are the benefits for marketing teams? And what are the challenges that marketers are facing?

THE POWER OF DATA FOR ROI, MEASUREMENT AND ATTRIBUTION

Simply put, by leveraging organisational data, marketers can make more effective decisions, quicker. Key benefits include improving customer engagement, building brand awareness, improving pricing decisions and ultimately optimising company performance.

Insights from the latest UAE Data Maturity Map from the Mobile Marketing Association (MMA) showed that companies across the UAE are