By Allan Maurer
Brian DAmato
It is amazing how little digital marketing is actually data driven. So says Brian DAmato, senior vice president of analytics at Moxie. “Marketing organizations have evolved, but not rapidly: 60 percent of CMOs have stopped holding their reps responsible for ROI because they just are not collecting the data needed.”
DAmato is a veteran in the digital space – working with technology, businesses, user experience and analytics to help transform teams into continuous learning organizations. He uses data, research, and insights to craft solutions and push the envelope in the spaces of Big Data and omni-channel user experience.
DAmato has worked with Fortune 500 companies like Intel, General Electric, Delta Air Lines, and The Home Depot, and has launched two startups. Brian aligns business objectives and customer needs, with appropriate KPIs and available technologies to enable intelligent risk-taking for organizations.
Speaking at the Atlanta Digital Summit
He’s among the more than 100 digital thought-leaders who will share the latest best practices and strategies in topics such as social media, email marketing, search, mobile, e-commerce, usability, analytics & measurement, online video, social TV and digital advertising/branding at the Digital Summit in Atlanta in just two weeks.
DAmato will talk about increasing ROI with data driven decisions at the event.
“What are the approaches organizations should take toward measurement?” is a question he plans to address.
It’s more than measurement
“It’s not just measurement, but also comparison against a baseline,” DAmato says. You also have to consider which tools you’ll need and the whole set of infrastructure needed to make things come about. “Tools can do amazing things, but they’re expensive,” he notes. So you need to decide which are right for your marketplace and customers.
He offers these three tips on getting started:
“The first and biggest,” he says, “is experiment. You need to understand your baseline – where you are – and aggressively try new things.” You need to set up your experiments properly, though, he warns.
Next, “You need to be risk tolerant. Tweaks and subtlties aren’t going to be where you really make the money. You have to find out if you’re climbing the right mountain.”
Big mountain models
DAmato adds, “We used to call them big mountain models. The last thing you want to do is to look out over the top of your current mountain and say, ‘Gosh, we should be over there because it’s three times the size of my mountain.’ So you have to address how to do big mountain experiments.”
Ask, he suggests, “Should I be doing something radically different? If you’re risk tolerant, you can be aggressive in trying new things.That’s a key to driving ROI.”
Finally, you also need to make sure your organization has the right skill sets to do this, he adds. “You need the right talent. The way business leverages tools and technology is changing. Now marketers need technology skills.
“If you have the right people and do the right experiments, you’ll see ROI from your platforms because you will continually push them.”
DAmato says he’ll discuss all of this in more depth and with specifics at the Digital Summit.
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