Canada’s Most Influential Marketing Leader to Watch January2025 by Insights Success Media

Canada's Most Inuential

Marketing

Leaders to Watch

SumiShanmuganathan AssociateVicePresident GeorgeBrownCollege

umi hanmuganathanS

A Visionary Leader in Education Marketing

The CIO is no longer just a . They are a TECHNOLOGIST strategic , BUSINESS LEADER driving digital transformation and .INNOVATION

Visioning Success ‘

Leaderswhopossessstrengthcreatepathsthatguideteamsthroughchallengestoward

organizationalsuccessduringuncertaintimes.Leadershipstandsabovedecisionmakingsinceitdrivesteamstoinnovatewhilekeepingthemfocusedthrough market-alignedstrategydevelopment.Trueleaderscombinevisionaryskillswithfostering talentdevelopmenttogenerateenvironmentsthatsupportbothcreativityandcollaborative teamwork.

Inmarketing,thiskindofleadershipiscrucial.Whenmarketstransformgreatleaders recognizepotentialchanceshiddeninobstacleswhichtheythenusetodeveloptheir distinctivemarketforesight.Theabilitytobalancestrategicinsightwithoperational executioniswhatsetsexceptionalleadersapartfromtherest.Theirinﬂuenceextends beyondthefourwallsoftheboardroomandimpactsontheindustryasawhole,raising standards.

AmongthosewhoembodythesequalitiesisSumiShanmuganathan,featuredbyTheCIO World asCanada'sMostInﬂuentialMarketingLeadertoWatch Theinnovative workSumideliversineducationandhertalentforinspiringherteammembersmadehera recognizedleaderinthisindustry.Throughherleadershippath,Sumidemonstratesthat powerfulleadershipbecomesvitalforenduringsuccessbyshowingtheimportanceofvision alongwithadaptabilityandempowerment.

Throughourrecenteditionlet'stakeacloserlookatherstoryandtheleadershipprinciples thathaveguidedherremarkablecareer.

CO NT EN TS

08. F E A T U R I N G Sumi Shanmuganathan A Visionary Leader in Education Marketing

16.

20. A R T I C L E S Email Marketing Best Practices for Maximum Impact

The Importance of Data Analytics in Marketing Decisions

Editor-in-Chief

Deputy Editor

Managing Editor

Assistant Editor

Visualizer

Art & Design Head

Art & Design Assitant

Business Development Manager

Business Development Executives

Technical Head

Assitant Technical Head

Digital Marketing Manager

Research Analyst

Circulation Manager

David

Mia

Richard

F E A T U R I N G

umi hanmuganathanS

A Visionary Leader in Education Marketing

“

Sumi collaborates extensively with startups in the U.S. and locally, specializing in growth-oriented marketing strategies, go-to-market planning, and early-stage product launches, underscoring their commitment to driving impactful public relations and marketing initiatives across varied landscapes.

“

SumiShanmuganathan AssociateVicePresident

GeorgeBrownCollege

Marketingand

communicationsarecritical toolsintoday'sfast-paced world,shapinghowinstitutions connectwiththeiraudiences,convey theirvalues,andbuildlasting relationships.Eﬀectivemarketing strategiesensurethatmessagesreach therightpeople,while communicationsfosterengagement, trust,andunderstandingbetween organizationsandtheirstakeholders.In education,thesetoolsareessentialfor attractingstudents,promoting programs,andestablishingastrong institutionalbrand.

IntroducingSumiShanmuganathan, theAssociateVicePresidentof MarketingandCommunicationsat GeorgeBrownCollege,isavisionary leaderineducationmarketingwhois currentlyspearheadingtransformative initiatives.Withovertwodecadesof experienceinpublicrelationsand strategicmarketing,Sumihas successfullymanagedcampaignsfora diversearrayofclients,including Fortune500companies,startups, governments,andnon-proﬁt organizations.Herexceptionalwork earnedherawell-deservedpromotion tohercurrentrole,whereshecontinues toleaddynamicandboldrecruitment andretentionstrategiesthatestablisha uniqueandcompellingbrandpresence forGeorgeBrownCollegeinthe market.

PriortojoiningGeorgeBrown,Sumi heldleadershiprolesatrenowned organizationssuchasUNHCRCanada, MicrosoftCanada,theHeartand StrokeFoundation,andtheOntario government.Herpassionforsocial impactandhercommitmentto advancinginnovationandsupporting morewomenandBIPOCinleadership positionsisevidentinherinvolvement asaco-founderandboardmemberof severalcompanies,includingan

“ “

Sumi's dedication to education is deeply inuenced by her family's strong emphasis on learning, particularly her mother's career as a teacher. For Sumi, education was a gateway out of Rexdale, providing opportunities that led her to university.

agritechstartupandaglobalmarketing andcommunicationsconsultancy Sumi'svisionandgoalareto revolutionizethemarketingofthe educationsector,driveinnovation,and elevatetheindustrytonewheights.

Let us learn more about her journey:

BridgingPoliticsandMarketing Excellence

Sumi'sintroductiontotheworldof marketingandcommunicationsbegan duringtheirstudiesinpoliticalscience attheuniversity,whereshecompleted internshipsinmarketingand communications.Althoughinitially interested,Sumipursuedacareerin politicsupongraduation,startingwith theGovernmentofOntario,whereshe focusedonissuemanagementand communications.

Later,inthelatterpartoftheirpolitical careeratOntario'sMinistryofTourism andCulture,Sumitransitionedinto marketingandstakeholderrelations.

Notablecontributionsincludedtheir involvementindevelopingupdated "DiscoverOntario"videosand

promotionalmaterialsforamajor IndianInternationalFilmFestival aimedatbothglobalandlocalmarkets. Thisrolealsoencompassedpreparing materialsformulti-lingualethnic media.

DuringtheirtenureattheHeartand StrokeFoundation,shecontributed signiﬁcantlytoamajorcampaignthat receivedacclaimthroughCanadianand internationalawards.Working alongsidetalenteddirectorsand agenciesduringthisperiodsolidiﬁed theircareertrajectoryinmarketing.

Inaboldmove,Sumimanagedthe HeartandStrokeFoundation's "Undeading"campaignduringthe early2010s,capitalizingonthezombie crazetoeducatethepublicaboutCPR. Thisinnovativeapproachmarkeda departurefromconventional campaignsfortheorganization, requiringmeticulousnavigation throughmultiplelayersofapprovals.

FilmingthroughoutdowntownToronto incollaborationwithAgency59,the campaigntransformedpartsofthecity intozombie-themedsettings.Beyond traditionalmarketing,theinitiative

encompassedcomprehensiveoutreach eﬀortsinvolvinggovernmentand communityengagement.Ahighlight includedthetrainingofthousandsof individualsduringaHalloweenHaunt eventatCanada’sWonderland,northof Toronto.

Sumi'sachievementsaremarkedbya seriesofimpactfulcampaignsand rolesacrossvarioussectors.Herwork onthe"Undeading"campaignforthe HeartandStrokeFoundationgarnered multipleaccolades,includingCanadian MarketingAwardsandrecognition fromCPRS,showcasingtheirabilityto innovatewithinpublichealth education.

TransitioningtoMicrosoftCanada, Sumiservedasthepublicrelations leadfortheCorporateandPublic SectorMarketingTeam,spearheading theaward-winning"CodingforKids" campaign.Thisinitiative,honoredwith aCanadianMarketingAward,utilized gamiﬁcationtopromoteSTEM educationandCodeWeek,highlighting

theirstrategicapproachtoengaging diverseaudiences.

AtUNHCRCanada,Sumi'sfocus shiftedtoleadingmarketingand communicationseﬀorts,thatfocused onsharingthestoriesofrefugees settlinginCanada,amplifyingvoices, andfosteringunderstanding.

Additionally,Sumicollaborates extensivelywithstartupsintheU.S. andlocally,specializingingrowthorientedmarketingstrategies,go-tomarketplanning,andearly-stage productlaunches,underscoringtheir commitmenttodrivingimpactful publicrelationsandmarketing initiativesacrossvariedlandscapes.

EmpoweringCareer-Ready GraduatesinToronto

Foundedin1967,GeorgeBrown CollegehasbeenapillarofcareerfocusededucationinTorontofor57 years.Renownedforpreparing graduateswithinnovativeskillsto

excelinarapidlyevolvingjobmarket, thecollegeoperatesthreecampusesin downtownToronto.GeorgeBrown Collegeintegratestheoreticallearning withhands-onexperientialeducation, emphasizingcollege-ledresearchand entrepreneurialopportunities.

Offeringarobustselectionof175fulltimeprogramsandover180continuing educationcertificatesanddesignations, theinstitutionservesadiversestudent bodyexceeding28,500full-time enrolments,including41percentof internationalstudents.Annually, GeorgeBrownCollegeregistersover 63,000continuingeducation participants.Studentscanpursue certificates,diplomas,graduate certificates,apprenticeships,and degrees,ensuringacomprehensive educationaljourneytailoredtotheir careergoals.

ShapingInclusiveMarketing StrategiesAcrossGovernmentand Beyond

“ “

Sumi underscores the importance of trust and genuine representation in marketing and communications. She believes that authentic diversity is crucial, not just performative gestures.

Sumi'sexpertiseinpoliticalcampaign marketinghasprofoundlyinﬂuenced theirapproachtomarketingand communications.Herexperience withintheOntariogovernment highlightedthecriticalneedfor inclusivemessagingthatreaches diverseaudiencesthrougheﬀective multi-lingualcommunication strategies.Thisfoundationledtoher impactfulroleatOntario’sMinistryof TourismandCulture,whereshehad oversightofmultipleagenciesand revitalizedengagementstrategiesto betterconnectwithOntariansforthe Minister

AsaBIPOCmarketingprofessional andleader,Sumiprioritizescreating advertisingthatauthenticallyresonates withdiverseaudiences,focusingon providingrelevantandvaluable informationratherthanmerely

fulﬁllingdiversityquotas.This commitmentisevidentintheir extensiveworkacrossvarious industries.

Onenotableinitiativeincludes spearheadingthe"DiscoverOntario" videoseries,whichaimedtoinspire Ontarians,particularlyfirstand second-generationimmigrantsand youth,toexploretheprovince.This initiativenotonlyrevampedthe DiscoverOntariowebsiteandvideosto bemoreinclusivebutalsoexemplified Sumi'sdedicationtofostering inclusivityandeffective

communicationstrategiesintheir work.

DrivingTransformationalGrowthin MarketingandCommunications

Underherleadership,GeorgeBrown College’sMarketingand Communicationsteamhasachieved signiﬁcantmilestonesoverthepast threeyears.Embracingadigital-ﬁrst

approach,theteamhasspearheaded newstrategiesthatprioritize responsivenessandauthenticity.This shifthasseenanotableincreasein contentmarketingeﬀorts,withafocus onvideocontentthatisfresh,relevant, andreﬂectiveofbothinternaland targetaudiences.

Sumihasbeeninstrumentalin transitioningtheteamfromtraditional marketingandcommunications practicestoamoregrowth-oriented approach.Thistransformation underscorestheircommitmentto drivinginnovationandeﬀectivenessin marketingstrategiesacrosstheir organization.

ChampioningAccesstoEducation andSocialImpact

Sumi'sdedicationtoeducationis deeplyinﬂuencedbyherfamily's strongemphasisonlearning, particularlyhermother'scareerasa teacher.ForSumi,educationwasa gatewayoutofRexdale,providing opportunitiesthatledhertouniversity. Sherecognizesthattheevolving collegesystemnowoﬀerssimilar pathwaystosuccessforitsgraduates.

Inhercareer,Sumihasmade substantialcontributionstoeducation andsocialimpact.Withinthe government,shesupportedOntario’s MinisterofEducationwithinitiatives aimedatyoungerlearners.At Microsoft,sheplayedakeyrolein marketingforthepubliceducationand publicsectorteams,further emphasizinghercommitmentto educationaladvancement.

AtGeorgeBrownCollege(GBC), Sumi'sfocusonaccesstoeducation hasbeentransformativeinsupporting recruitment.Shehasworkedtoopen doorsforstudents,enablingthemto pursuetheireducationalgoalsand realizetheirdreams.Sumi'simpact extendsbeyondthecollege,fosteringa greatersenseofcommunityand inclusivity.Herdedicationtocreating socialimpactdriveshercareer, embodyingherpassionforenabling otherstoachievetheiraspirations throughaccessibleandquality education.

AdvocatingforAuthenticityand RepresentationinEducation Marketing

Sumiunderscorestheimportanceof trustandgenuinerepresentationin marketingandcommunications.She believesthatauthenticdiversityis crucial,notjustperformativegestures.

Researchshowsthatadvertisements featuringdiverserepresentationtendto performbetter,companieswithdiverse workforcesachievegreatersuccess, andconsumerspreferbrandsthat embracediversity Thisprincipleis especiallyrelevantinhighereducation, whereprospectivestudentsseek institutionsthatalignwiththeirvalues. Theyask,"DoIfeelwelcome?Isthere adiversestudentbodyandfaculty?" Sumiiscommittedtoensuringthat thesequestionsareanswered aﬃrmativelyandauthentically

ForSumi,integratingEquity,Diversity, Inclusion,andIndigenization(EDII) intomarketingandcommunicationsis aboutgenuinelyreﬂectingthediverse audiencesandcommunitiesthat institutionsserve.Thisapproach includesrecognizingandcelebrating diverseabilities,genders,and ethnicities.Sumiadvocatesforliving thesevaluesandshowcasingthemin allaspectsofmarketingand communication,therebyfosteringan inclusiveandwelcomingenvironment forall.

SteeringStrategicInnovationat GeorgeBrownCollege

Sumiisattheforefrontofstrategic innovationatGeorgeBrownCollege (GBC).Recognizingtheinherent challengesofdrivingchangewithin publicinstitutions,Sumiapproaches herrolewithaclearandmethodical strategy.Sheemphasizesthe importanceofguidingthecollege's communitythroughatransformative journey,ensuringthateveryoneis alignedwiththevisionforGBC'snext phase.

Underherleadership,theMarketing andCommunicationsdivisionhas carefullycuratedinitiativesthat graduallyshiftperceptionsaboutGBC. Sumi'sstrategicplanningandsteady

implementationarepivotalin positioningGeorgeBrownCollegeas aninstitutionreadyforchangeand innovation.Hergoalistobringthe entirecommunityalong,fosteringan environmentwhereadaptationand progressarenotjustencouragedbut eﬀectivelyrealized.

PioneeringInnovativeRecruitment Campaigns

In2022,Sumispearheadedthelaunch ofGeorgeBrownCollege’s groundbreakingrecruitmentcampaign, “ClassofYourOwn,”followedbythe “CityisOurClassroom”campaignthis yearworkingwiththeagencynoﬁxed address.Theseinitiativesreﬂecta forward-thinkingapproachto education,highlightingthecollege's valuebeyondtraditionalclassroomsby incorporatingthedynamic environmentofthecityand emphasizingreal-worldlearning.

Sumihasalsobeeninstrumentalin expandingthecollege'sreachthrough innovativedigitalmarketingstrategies. Overthepasttwoyears,thecollege haspilotedinternationalout-of-home (OOH)advertisingcampaigns,notably transitadsinHongKong,in collaborationwiththeGlobalteam.

Additionally,Sumihassigniﬁcantly enhancedthecollege'sdigitaland socialmediapresenceboth domesticallyandinternationally, ensuringGeorgeBrownCollege remainsattheforefrontofeducational marketingandrecruitment.

Email Marketing Best Practices for Maximum Impact

Theeﬀectivenessofusingemail

marketingcannotbematched withanyotherformof marketing.Itreachesmaximum eﬀectivenessonlyifbestpracticesare implementedthroughenhanced communicationtothosewhohelp developarelationshipwith subscribers.Thisarticlediscussessome ofthecurrentbestpracticesthathelp deliversuccessfulemailmarketing campaigns.

BuildingaStrongFoundation

Custom Domains and Professional Tools

Acustomdomainshouldbeusedin emailcampaigns.Thisisforthereason thatitnotonlypromotesbrand recognitionbutalsoincreases deliverabilityrates.Aprofessional emailmarketingtoolwouldmakethe processeasier,asitoﬀersfeaturessuch asautomation,segmentation,and analytics.Thesetoolswillenable marketerstocreatebeautiful-looking

emailswhilemonitoringperformance metricswell.

Distinct Sender Names

Arecognizablesendernameisagood waytoestablishtrustandincreasethe chancesofopeninganemail.Avoid usinggenericorno-replyaddresses,as thiscanlowerengagementandmake thecommunicationseemimpersonal. Useasendernamethatwouldappeal totheaudienceandisreﬂectiveofthe brand.

EngagingContentStrategies

Crafting Compelling Subject Lines

Subjectlineisliketheﬁrstlookofan email.Ithelpsingreatlydecidingthe openrate,andtimeneedstobetaken todesignheadlinesthatnotonlyare catchybutalsorelatewelltothe subjectmatteroftheemail.Thiscan alsohelpindeterminingbyA/Btesting whichheadlineseemstoclickwell withthereceiver.

Making Proper Use of Preheaders

Thepreheadertextcomplementsthe subjectlineandprovides supplementarycontext.Relevant preheadersincreasetheopenratesif theypresentaninterestinglookintothe contentsoftheemail.Thiselement mayseemminimalbutcaneasilymean thediﬀerenceingrabbingormissing attention.

SolicitingActionwiththeClearCallto-Action

Successful CTAs

Callstoaction(CTAs)tellsubscribers whattodonext,whetheritistobuy, signupforawebinar,ordownload resources.CTAsshouldbevisibleand accessibleintheemail.Testing diﬀerentformatsandplacementscan helpidentifywhatgeneratesthe highestengagement.

Creating Urgency

Incorporatingelementsofurgencycan motivatesubscriberstoactquickly. Phraseslike“limitedtimeoﬀer”or “onlyafewleft”tapintoconsumers’ fearofmissingout(FOMO).By settingdeadlinesorhighlighting exclusivedeals,marketerscanincrease click-throughratesandconversions.

PersonalizationandSegmentation

Tailoring Messages

Personalizationismorethanjustusing theﬁrstnamesofsubscribers;it’s aboutwritingmessagesthatresonate withtheirparticularinterestsand behaviors.Analyzingsubscriberdata allowsmarketerstocreatecontentthat speaksdirectlytoindividual preferences.

Segmenting Audiences

Segmentationwillallowthemarketer totargettheiraudiencebasedon variousaspectssuchasdemographics, historyofpurchase,ortheengagement levels.Theuserreceivesthecorrect messageandthusbeengagedmore appropriately,resultinginhigher satisfactionamongthecustomers.

OptimizingforMobile Responsive Design

Withmoreandmoreconsumers openingemailsontheirmobile devices,itisimportanttoensurethat emailsaremobile-friendly.Responsive designadjuststhelayoutofanemail accordingtothedevice,providingan optimalviewingexperienceonany screensize.Thismakesitmore readableandinteractive.

TimingandFrequency

Choosing the Right Time to Send Emails

Timingiseverythinginemail marketing.Analyzingdatato determinewhensubscribersaremost likelytoengagecanleadtobetteropen rates.Experimentingwithdiﬀerent daysandtimeshelpsidentifypatterns thatresonatewiththetargetaudience.

Consistent Frequency

Findingtherightfrequencyforsending emailsiscrucial.Toomanyemailscan overwhelmsubscribers,leadingto higherunsubscriberates,whiletoofew maycausethemtoforgetaboutthe brand.Establishingaconsistent schedulehelpsmaintainengagement withoutoverwhelmingrecipients.

AnalyzingPerformanceMetrics

Tracking Key Metrics

Monitoringperformancemetricssuch asopenrates,click-throughrates,and conversionratesprovidesvaluable insightintocampaigneﬀectiveness. Regularauditsofcommunication strategiesallowmarketerstoidentify areasforimprovementandadjust tacticsaccordingly

Conclusion

Theimplementationofthebest practicesdescribedaboveinthe contextofemailmarketingcan signiﬁcantlyincreaseengagementand helpdriveconversions.Itcancreate impactfulcampaignsifmarketerscan buildstrongfoundationsbyusinga customdomain,professionaltools, writingacompellingcopywithclear calls-to-action,segmentingtheir message,mobile-friendliness,proper timing,andtheconstantanalysisof performancemetrics.Marketerswill createeﬀectiveemailmarketing campaignsthatwouldimpactthe mindsofthecustomersandcreate lifelongrelationshipswithcustomers.

The Importance of Data Analytics in Marketing Decisions

Dataanalyticshasemergedasthebackbone

ofsuccessfulmarketingstrategiesintoday’s fast-movingdigitallandscape.Whetheran organizationistryingtoconnectwithconsumersin ameaningfulwayorperformthetightestsqueeze possibleoneachdollar,theabilitytoharnessdatato informdecisionshasbecomenotjustadvantageous butessential.Knowinghowdataanalytics inﬂuencesmarketingdecisionscanreallymakeor breakacompany’sabilitytoengagecustomers, optimizecampaigns,anddriveproﬁtability.

TheRoleofDataAnalyticsinMarketing

Dataanalyticsisthesystematiccollectionand analysisofdataforinsightsthathelpguide marketingstrategies.Inthisworldofshifting consumerpreferences,intuitionisnolongerenough. Today,marketersneedtorelyondataaboutthe behavior,preference,andtrendofcustomersto makedecisions.Thisshifttowardsdata-driven decision-makingenablesbusinessestomarketmore eﬀectively

Oneofthemostsignificantbenefitsofdataanalytics isthatitallowsforpersonalizationofmarketing messages.Withconsumerdata,businessescan identifyspecificneedsandpreferences,whichwill enablethemtocreatetargetedcampaignsthat resonatewiththeiraudience.Forinstance,aretailer canusepurchasehistorydatatorecommend productsthatalignwithindividualcustomer interests.Thislevelofpersonalizationnotonly enhancestheexperienceofthecustomersbutalso boostsloyaltyandgivesahigherpossibilityof repeatpurchasing.

EnhanceCustomerEngagement

Thekeymetricinmarketingis engagement,asitisdirectly proportionaltocustomerretentionand brandloyalty.Dataanalyticsequips marketerswiththemeansofmeasuring thelevelsofengagementthrough differentchannels.Thiscanbedoneby studyingmetricslikewebsitetraffic, socialmediainteractions,andemail openrates.Ithelpsbusinessesidentify whichstrategiesareeffectiveand whichneedimprovement.

Forexample,ifanemailcampaign showshighopenratesbutlowclickthroughrates,thismightindicatethat thesubjectlinewasappealing,butthe contentfailedtomeettheexpectations ofthecustomers.Armedwiththis information,marketerscanimprove theirmessagingandmakesubsequent campaignsmoreattractivetoclickon.

OptimizationofMarketing Strategies

Dynamicdigitalmarketingrequires continuousimprovement.Abusiness candoanA/Btestonthesameassetby analyzingdatatounderstandwhichof twoversionsisdoingbetter That meansamarketercanexperimenton thediﬀerentwaysofreachingpeople inrealtimeandthentakeappropriate action.

Predictiveanalyticshelpsforesee futuretrends,buildingonhistorical data.Basedondiscerniblepatternsin consumerpurchasinghabits, organizationscanpredictwhattheir customerswilldemandnextandthus mouldthemarketingstrategy This pro-activeapproachnotonly minimizeswastefulspendingbutalso ensuresthatpreciousresourcesare fullyutilizedinmeetingcustomer needs.

MeasuringReturnonInvestment (ROI)

Oneofthemostsignificantadvantages ofusingdataanalyticsinmarketingis thatreturnoninvestment(ROI)canbe accuratelymeasured.Whenitis understoodthataspecificamountof revenuecomesfromspecificmarketing efforts,thebusinesswillknowhow wellit’sdoingoncertaincampaigns. Conversionratesandcustomer acquisitioncostscanbeusedtotrack keyperformanceindicatorssothata businesscanunderstandwhat initiativesyieldthebestresults.

Forinstance,aneﬀectivedigital campaignmayhavetoomuchtraﬃc withouttheexpectedrateofconversion andshouldthushavethetargeting criteriaormessagingstrategies reviewed.Incontrast,campaignswith veryhighconversionrateinrelationto thecostincurredindicatesuccessful targetingaswellaspropermessaging andexpectationsfromthetarget consumer

AchievingCompetitiveAdvantage

Anadvantageinanincreasingly competitivemarketplacecanbegained fromdataanalytics.Data-driven insightshavetheabilitytohelpan organizationrealizechangesbothin themarketandconsumers,henceina betterpositiontoadaptrapidly. Accordingtostudies,companiesthat applydataanalyticsaremuchmore likelytogainnewcustomersandretain currentonesthanthosethatdonot applyit.

Moreover,analysisofdataregarding competitorperformanceallows businessestounderstandgapsinthe marketandtakeadvantageof opportunitiesthatothersmaymiss.

Informedaboutindustrytrendsand shiftsinconsumersentiment, marketerscancreatestrategiesthat appealtotheirtargetaudiencewhile standingoutfromcompetitors.

Conclusion

Itisnolongeroptionaltoincorporate dataanalyticsinmarketingdecisionmakingprocesses.Ithasinstead becomeastepinthedirectiontoward successintoday’sdigitallandscape. Thiscanhelpbusinessesbetterengage theircustomerswithpersonalization, improvemarketingstrategiesto performbetter,measurereturnon investmentmoreaccurately,andcreate acompetitiveedge.

Astechnologyadvancesandnewtools toanalyzeconsumerbehaviorcometo thefore,theroleofdataanalyticswill continuetogainprominence. Companiesthatfocusmoreondatadrivendecision-makingarenotonly creatingbettermarketingthanis currentlyexecutedbutalsopavinga pathforfurtherinnovationthat capturestheneedsanddesiresof customersintheyearstocome.With informationfloodingallavenuestoday, yetveryunderutilized,the transformationalpowerofusingdata analyticsrepresentsthedifference makerinshapingandcraftingeffective marketingstrategiesthatcontributeto sustainedgrowthandsuccess.

Integrity is doing the right thing, even when no one is watching.

C . S . L E W I S

www thecioworld.com