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Business Intelligence

Digital Marketing, the Next Frontier for Business Intelligence: Tech Club Podcast

by Dennis Junk
on October 6, 2016

Business Intelligence for Digital MarketingBusiness Intelligence used to be an area only larger businesses would focus on, and BI was used mostly by people in finance departments. But data-driven decision-making, which is the essence of BI, is critical to companies of any size and across every department.

In this episode of Tech Club, your hosts, James and myself, interview Aptera’s Business Intelligence Practice Leader Aaron Crouch in search of a deeper understanding of what BI is really all about, how it’s transformed over the past sixteen years, and how it’s being adopted by digital marketers.

Aaron answers questions on topics including:

  • How far Business Intelligence has come since 2000, culminating in the present era of self-service and Big Data
  • What Business Intelligence really is and why it’s so important for companies to make the most of the data available to them
  • Why companies form islands of people who know how to produce reports and why that’s a terrible way to manage data
  • Why breaking down information siloes is often the key to understanding what’s going on in your company
  • How combining data from multiple systems is often necessary before you can get insights into your customers
  • What role people and processes play in BI solutions, beyond the technology alone
  • How we’ve been incorporating agile principles into our BI projects
  • How data from a growing number of sources is becoming available to, and being used by, companies to make a wider range of decisions
  • What Sentiment Analysis is and how it can help with your marketing and PR
  • How the advent of cloud computing has impacted the evolution of Business Intelligence
  • How BI in marketing can be used to show the ROI of using BI in marketing
  • Whether it’s possible to use data to forecast how successful a marketing campaign will be
  • Why it’s so important, not just to get a number in front of someone, but to make sure that person can share it with others in the organization in a meaningful way
  • What Predictive Analytics, Demand Forecasting, and Machine Learning have in common
  • What an integrated BI solution can bring beyond the view Marketing Automation Systems offer into their own metrics
  • What some of the most common goals are that marketers set for their BI projects

You’ll be able to tell right away that Aaron is a really sharp, really witty guy who knows his stuff forward and backward. And you’d have to work pretty hard not to instantly like the guy. He’s been teaching me the high-level basics of BI for a few years now, and I’m excited to finally be letting everyone else have a chance to listen in.

If you have specific questions we didn’t get to in the episode, send them along to techclub@apterainc.com. We may even schedule an entire episode to cover you question.

For now, though, here’s some links to related stuff:

5 Business Intelligence Mistakes that Are Hurting Your Manufacturing Company

Big Data vs Traditional Approaches to Enterprise Reporting

Power BI, Tableau, and the Shift to Self-Service Business Intelligence

Business Intelligence vs Analytics vs Big Data vs Data Mining

Guide to New Power BI

Dennis Junk
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.
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