Marketing Insights

Agile.  Data Driven. Customer Centric.
Align your marketing goals with business strategy.

Who are your key customers, what is your go-to-market strategy, and how does your marketing team align to your business goals and objectives?

InfoCentric has an experienced team of data strategists, analysts, architects and engineers that have been helping Marketing departments to modernise their marketing platforms to build better customer experiences, drive targeted campaigns and to support brand building efforts.

Marketeers today have never been under more pressure to make do with less, to innovate and to create new ways of engaging.  Gen AI is having a tremendous impact on sales and marketing strategies, and marketeers are under pressure to leverage Gen AI for better targeting/personalisation, boosting customer engagement and increasing brand experience.

Supporting these strategies is the need to have a comprehenive understanding as to how data can be leveraged and transformed to enable strategic decision making and customer insights.

InfoCentric has extensive experience in assisting marketing executives with a range of data driven advisory, consulting and project services:

InfoCentric’s Strategy and Advisory team focus on understanding the current state, defining the gaps and investment opportunities, and defining the future state. These principles serve us well when it comes to working with Marketing teams.

Key aspects of strategy will typically address key measures and performance indicators, assessing the data sources and relevant quality, determining how this data will be transformed and how it will be used for analytics purposes. Underlying the strategy is a comprehensive data management framework that Marketing teams can be confident will be easily accessible, scale for large volumes of data and be secure.

Marketing strategy will offer cover a wide variety of metrics which drive marketing investment plans and data requirements:

Modernisation of marketing platforms requires significant expertise to understand, analyse and transform data.  InfoCentric has been involved in the migration from legacy to modern marketing platforms, and has designed and architected modern cloud data platforms to support modernisation efforts.

A comprehensive data management framework is required to enable a huge variety of data sources to be ingested, transformed and analysed for marketing use cases.  These data sources can be feeds from CRM, Social Media, Website, email and advertising platforms.  Frameworks need to be built that will allow real time (or near real time) ingestion and transformation.

Marketing programs are typically comprehensive, with high data volumes and complicated data structures, all requiring thorough analysis prior to being productionised.

Marketeers typically have an extremely vast eco-system of tools that can be used for analytical and data science purposes. Machine learning is now considered mainstream and there is an increasing use for Generative AI to be incorporated into analytical processes. Content creation is one use that has high focus right now for marketing teams, but there are ongoing considerations around ethics and suitable use cases for Gen AI.

Our Advanced Analytics and Insights team have delivered many engagements for specific Marketing Use Cases that have driven personalisation, segmentation, optimisation and branding goals and objectives.

A summary of engagements across a diverse group of customers includes:

Data Science & AI Services

How Data Analytics Is Improving the Customer Experience In Retail

The importance of a data analytics strategy

Your guide to data modernisation strategy

5 Things That Are Holding You Back From Being A “Data Driven Organisation”