Why marketers need an intelligent, data-driven marketing system

In an exclusive interview with Pensions & Investments, Alphix’s Strategic Advisor explains why an intelligent approach to data management is vital

Our Strategic Advisor, Angus Maclaine, spoke to Pensions & Investments about the analytics challenges facing marketers due to increased privacy regulation. He discussed the importance of marketing attribution, why financial marketers need an intelligent, data-driven marketing system, and the key features of Alphix Solutions.

“Marketing teams must be able to react to what their customers are interested in rapidly, they need to be able to measure accurately and they need to have complete granularity over the data they use to make decisions on how to communicate, when and to whom,” Maclaine said.

“One example of granularity is around understanding the nature of traffic sources in terms of bots vs. humans. Traditionally, this has not been shared with marketing and data teams, which has spilled into inaccurate marketing reports on the true web traffic. But marketers need to understand the genuine interactions in order to deliver suitable follow-up messaging and intent-based insights.”

Check out the full article on the Pensions & Investments website.