How data and technology will affect your marketing in 2017

If you have read the annual prediction articles in the last few years, one of the prominent projections you’ve likely seen is, “This is the year data-driven marketing campaigns take hold.”

But really, data-driven marketing has always been critical — and in 2017, it’s going to continue to be at the forefront of marketers’ strategies. As we make our predictions for 2017, one thing is clear: using data to tailor your messages will remain a critical part of any marketing strategy.

Today’s companies are focused on maximizing data to provide insights that ultimately lead to increased customer conversion and retention. Companies will continue down this path in 2017, trying to wring every ounce of value out of their customer data.

With that in mind, below are four trends we’re watching for 2017 and some steps you can take to stay ahead of the curve.

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Victoria Godfrey is the chief marketing officer of

Avention. Prior to joining Avention, she spent five years running her own marketing and research company, Godfrey Research. Previously, Victoria was the chief marketing officer of Zipcar. She has an international MBA from Thunderbird (The American Graduate School of International Management) and a bachelor’s degree from The University of Vermont. Since 2001, Victoria has taught marketing at the Gordon Institute at Tufts University.

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