While the conversation about data-driven decisions is hotter than ever in the marketing world, fundamental challenges such as siloed data present a real operational problem.
Maha Alaoui, Manager – Solution Engineering – Middle East & North Africa (MENA) at Salesforce speaks about the steps companies need to take to build a single system of record. Enterprise can gain transparency into performance and ROI, receive actionable insights across all the marketing channels, and align on KPIs and success metrics to collectively drive growth as one organisation.
Excerpts from the interview
What are some common data challenges marketing teams in the Middle East are experiencing, and how do you help deal with them?
If you’re a modern marketer in the Middle East, you’re engaging audiences with your brand across different regions, using different campaigns. By definition, you’re using a lot of technologies to do that.
Bringing everything together – all the siloed data – is a real operational problem. It makes it hard to answer fundamental questions like ‘What is our ROI?’ or ‘Where should we spend next?’
We help marketers build a single system of record and insight to help them drive growth and manage their marketing performance at scale.
This helps them gain transparency into performance and ROI, receive actionable insights across all the marketing channels, and align on KPIs and success metrics to collectively drive growth as one organisation.
How can companies solve marketing operational efficiencies using data analytics and AI?
Companies need to have a detailed marketing analytics and AI strategy to ensure growth and success
Data Analytics and AI enable companies to analyse their data on a real-time basis, to accurately measure their overall brand health, and to understand their ROI.
Data and AI can also help brands get closer to their customers and better engage with them by having AI-driven predictions which suggest the ‘Next Best Actions’ and ‘Next Best Offers’.
A strong data culture within the company can impact the long-term business strategy. making an impact all the way up to the C-suite.
How do you see technology making the relationship between brands and consumers more meaningful?
Technology can enable brands to better know their customers and to understand their affinities. Technology can also enable brands to have relevant engagements with their consumers and to send the right message, at the right time, on the right channel.
This is how can technology bridge the gap between brands and their consumers.
How can companies prepare for Metaverse?
Companies can prepare for Metaverse, and for all future evolutions, by streamlining their process, removing data silos, and having a clear vision of what they would like to achieve in the future.
Another key element is to partner with the right technology vendors. Companies have to look at technology vendors as true business partners who will help them navigate through the different disruptions.
What advice would you give women starting out their careers in technology?
The tech industry is evolving massively. It’s an industry led by companies that are committed to supporting women’s careers growth and giving them opportunities to thrive.
Tech companies are empowering their culture by creating more gender balance, diversity and inclusion.
I would say to all women that are starting a career in technology, the tech industry is changing you are at the right place at the right time! The industry is big enough to accommodate men and women. It’s not a competition, it’s a collaboration!
Don’t let self-doubt get in your way: It can be intimidating to be the only woman in a meeting sometimes.
Be confident, smile, and don’t forget, you are at the right place at the right time.
Keep learning and educating yourself. This is key for your growth & success. Speak up, have a voice, it matters what you say! Make sure to communicate clearly and articulate your ideas.
Find a job that means something to you. It’s important to have a fulfilling job that makes you feel happy. Collaborate, encourage teamwork and creativity!
Take the time to give back. There are many people out there that need help. Make sure to take the time for them.
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