Marketing ops – what is it and why do you need it?
You might have heard of dev ops and special ops, but it’s possible the term ‘marketing ops’ hasn’t yet crossed your radar. Here, with the help of n3 Hub CTO Damian Williams, we take a detailed look at this newly-created employment niche and how it can be filled.
What is marketing operations?
Marketing operations (MOps) is a term that’s relatively new to Australia and New Zealand. It describes a hybrid role that sits between traditional marketing and IT. In short, market ops is in charge of the technology and processes required by a modern, data-driven marketing department that works with a large multi-faceted customer base; it’s the engine that drives marketing results in medium-to-large businesses.
Marketing ops is the intersection between the marketing team and the IT/data team. It provides the development expertise required to
drive complex technology and the specialised skill set required to support CX-driven personalised marketing campaigns.
Why does marketing need its own data platform?
The increasing importance of data-driven digital marketing is putting huge pressure on enterprise
infrastructure systems that aren’t capable of segmenting data just the way marketers want it.
For businesses and organisations that already recognise the value of digital marketing and delivering the data it needs for success, a purpose built customer data platform (CDP) is proving to be key for providing rich customer experiences that translate into sales and ongoing loyalty. For medium-to-large enterprises that haven’t yet made the leap to a CDP, there’s a business case to write.
Our whitepaper addresses the top 5 reasons management and IT decision makers need to understand why marketing so desperately needs its own data platform.
A guide to digital platforms used for direct and indirect marketing
In this day and age, every industry has their own platforms, which in turn, comes with their own set of
acronyms – so it should come as no surprise that the digital, marketing and communication industries are no different. The more you try and understand, the more acronyms you come across and the more confusing it gets.
To help get you started, we’ve come up with a guide to the various marketing platforms you need to know about, how they are used and what you need to make them work best for you.