Data Science’s Top Attraction: Lead Gen

Data science, a nascent skill for most organizations, has so much to offer. But for a marketing person, the big excitement is what it can do for lead generation. And, oh, BTW, customer experience. Because a better customer experience can really boost your lead gen results…

Interviews with two dozen people, mostly marketing managers and executives, on the subject of data-driven decision making, reveal unwavering enthusiasm for applying every tool in the bag to the one thing virtually all marketing departments have in common: the lead gen goal.

That’s fine, but when you’ve achieved competence in applying data science to lead gen, don’t lean back. Sprinkle a little of that science pixie dust on your brand messaging, competitive analysis, and operational optimization.

Published by Sue Aldrich

As a leading authority on worldwide customer requirements, practices, technologies, and governance for personalization, Sue researches the technologies and practices that help marketers get the most useful content in front of customers at the right moment: recommendations, search, discovery, targeted marketing, and web content management. Aldrich is an expert on optimizing the methods that help customers find what they need to make buying decisions and/or to solve problems. She helps clients develop personalization, marketing, discovery, and content management practices that will engage customers and improve results.

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