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Marketo Unveils Big Data Architecture Platform

1marketoEPMarketo has announced the public availability of its Engagement Platform, which the company said is designed to reduce the complexity of digital transformation by combining a company’s customer data and touch points into one unified platform.

The Engagement Platform, which is now rolling out to Marketo customers, is powered by a new big data architecture—previously codenamed “Project Orion,” which was unveiled last year at the company’s Marketing Nation Summit.

Big Data Requires Marketers To Embrace The "Science And Art" Approach

Jessica Hawthorne Castro 300x300The impact of Big Data on business practices such as marketing are profound, and will continue to be more impactful as the insights derived from Big Data become more targeted and refined. Defined by Gartner as “high-volume, high-velocity, and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making,” Big Data is pushing marketers to consider the correlations between marketing campaigns and bottom-line results. The marketers that are most adept at leveraging Big Data insights into their campaigns are the most successful at achieving high ROI and more efficient processes. Advancing their company’s brand and its capabilities is accomplished by sophisticated marketers that know how to use data to acquire and service various customer bases.

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