Forget Big DataIt’s the Little Data That Drives Revenue

Ronda HughesSr. Director of Marketing and Audience Data

UMB Life Science Pharma Science

Let’s Talk Size

• Does the Size of Data Matter?

NO!!• It’s more about relevant data

Use Data to Grow Revenue

5 Easy Steps

•Identify, Inventory, Map

•Integrate ALL data

•Analyze

•Prioritize Outcomes

•Performance/Engagement

Identify, Inventory, Map

• Identify ALL your data sources

•Take inventory of all your data

•M.A.P.• Miserable

• Asinine

• Painful (don’t worry it’s short term and worth it)

Integrate ALL Data

•Expertise and Resources

•Find an Influential Advocate

•How to Find the Perfect Partner

•M.A.P. Work Pays Off

•Create Realistic Phases/Objectives

Analyze, Analyze, Analyze

•Real Integrated Segmentation Results WILL Surprise You! • Discovering Missing Data

• Surprising Crossovers

• Valuable Nuggets

• The TRUTH….Good, Bad, or Ugly

Prioritize Outcomes

•Having it ALL Will Take Time and Money! Ask 3 Questions:• What are the immediate benefits?

• What data enhancements are crucial to the business?

• What are the non-crucial but revenue growing enhancements? Then phase in.

Performance/Engagement

**IMPORTANT**

•Know Your Metrics

•Knowledge Base• Database PLUS Deployment Data

•Increase Engagement• Use Behavioral and Contextual Data

New Products and Ideas

• Content Marketing Products

• Editorial Ideas

• Lead Nurturing Programs

Now Make Some $$$

• When using data big or small remember the Rule of Four!

• Fresh

• Organized

• Unique

• Respect

• Then increase your internal marketing results and sell, sell, sell!

THE END

PLEASE ASK QUESTIONS!!