White Paper

May 5, 2016, 6:09 PM EDT

Taming Big Data

Using the partnership of IT and Marketing Analytics to maximize marketing impact

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Author

Greg Albaugh
SVP, Business Intelligence and Enterprise Architecture

Noel Ang
SVP, Analytics COE Leader

Sanjay Sidhwani
SVP, Marketing Analytics

Greg Simpson
Chief Technology Officer, Synchrony Financial

Contributors

Sue Yasav
VP, Market and Research Insights

Abstract:

With an Agile approach, IT and Marketing Analytics teams work together toward a common business goal from the start, helping an organization overcome the limitations of a traditional database structure. Agile analytics allows the Marketing Analytics team to work with IT to develop insights from big data and then use the data in a timely manner—yielding improved customer personalization and more impactful marketing programs. Working together as partners, the IT and Marketing Analytics departments can make big data much more actionable.

Table of Contents

Adopting Agile data analytics

With the explosion of big data, it has become increasingly difficult for businesses to access and apply data in a timely manner using traditional database processes. For retailers, implementing an Agile process provides a new, better way to maximize the impact of the diverse, valuable customer data to create more customized experiences.

Working together with a common vision and goal, Marketing Analytics and IT departments can use an Agile process to effectively produce workable solutions quickly and efficiently. By simplifying and speeding up the process of analyzing big data, companies are able to improve their marketing efforts and build better customer relationships.

For many retailers, adopting Agile data analytics can be the key to developing quick, impactful marketing programs, designing minimum viable products, and creating more personalized customer experiences.
 
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