Data Big and Small: Making Each Work for Digital Marketing, Sylvia Ng

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ClickZ Live case study

Company: ClickZ Live

Published: 16 May 2014

Business Area: Analytics & Data

Format: Portable Document Format (.pdf)



Marketers have a love-hate relationship with big data. On one hand, big data is seen as the future, and big data marketing budgets are rising. On the other, many marketers see the big data revolution as a myth: isn't marketing about creativity and storytelling, not fact-based decision making? Many companies struggle to fit big data into their existing marketing activities, but questioning the value of big data is akin to telling the emperor that he's not wearing any clothes.

How can you manage this love-hate relationship and win in the era of big data? Attend this session to learn how to:

  • Deal with the complexities of digital info.
  • Apply predictive analytics to the digital domain.
  • Build an awesome data team.
  • Manage a data culture without killing creativity.
  • Utilize data in your small business and make decisions based on website analytic metrics, social media metrics, email marketing metrics, paid media metrics, and sales/CRM metrics.

Sylvia Ng, PMM (SMB Online Marketing Data Lead), Google