9Dec - Janit. Staff needs to be trained onwhat data can be captured and when, and what tools should be used to accomplish each business goal. For example, now we can gather insights from customers via streamlined digital in-home ethnographies. Seeking to give your audience what they want when they want it will help you determine what automation solutions work for your business, which are necessary, and if your teams are trained to use these tools to their optimal advantage.Understanding where your audience is and what their current needs are is essential to the success of future marketing initiatives. The onset of new information capturing systems also begs you to ask if you areutilizing your current customers enough and focusing on Lifetime Value. The cost of capturing information differs greatly between new and Staying human in a world of big dataWhether you are a B2B or a B2C business, it's important to remember that there are humans behind the decision of whether to engage with you, andto purchase your products or services.Consumers areholding brands highly accountable; According to thebrand trust report by Edelman, 71% of people agree that businesses perceived as putting profit over people will lose their trust permanently.Marketing professionals should seek to understand decisionmakers better, including what they value, what information they need and how they want to obtain it.Refining what you say and how you say itshows that people are valued above profit andbuilds trust between the organization and the business or customers.All in all, whether you sink or swim as a marketing professional in the current evolution of marketing technology depends on you. Are you willing to dive in, develop new skillsetsand explore changing digital landscapes, automation services and information capturing systems for your business? If you are, the world is your oyster, and it's ready for you to emerge as a modernmarketing professional.As Vice President of Marketing at Elkay, Molly Pajauskas is responsible for establishing a powerful integrated brand identity for the company across all global businesses. Elkay is a family owned, privately held manufacturing company that produces innovative plumbing products, world class sinks, faucets, water coolers, drinking fountains and award-winning bottle filling stations. Molly is also responsible for integrating the brand identity within the Elkay Interior Systems (EIS) portion of the business which includes interior design, build, and commercial project management for restaurant, education, hospitality, and retail markets. Molly has a proven track record for deploying strategies that connect with customer and consumer needs and has extensive experience in all areas of marketing, including demand generation, content marketing, branding, public relations, channel marketing, marketing analytics, and events. Outside of work, Molly acts as a Board Member of Crystal Vision Executive Committee and the HIRI Executive Board and is a member of the Association of National Advertisers. Molly holds a Bachelor of Science degree in Marketing from Indiana University. MTexisting customers.It's up to marketing professionals to determine which kind of customer is more valuable to your business at a certain time and use data to pivot quickly shouldyou need to take a different course. Molly O'Loughlin PajauskasUnderstanding where your audience is and what their current needs are is essential to the success of future marketing initiatives
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