In recent years, ‘data-driven’ and ‘marketing’ have gone together like milk and cookies. You might even describe yourself in your LinkedIn profile as a “data-driven” marketer.
But have you thought about what comes next?
Neej Gore, chief data officer at Zeta Global, says advances in AI and predictive capabilities could soon mean data-driven hindsight, which is the exact opposite of what everyone hoped to achieve by being data-driven.
I spoke with Neej at Zeta Live!, the company’s annual event in New York City, to talk about what comes after data-driven marketing, why systems can overtake the stacks, and the importance of context moving forward.
Neej also shares the one word he would use to describe the future of marketing, and it will probably surprise you.
Episode guide
0:38: Meet Neej Gore
1:51: From data-driven to answer-driven
3:10: Why context matters for data and AI
5:00: Marketing as a system, not as a stack
6:14: The urgency surrounding data governance
7:45: One word to describe the future of marketing
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Mike Pastore is Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He went on to work with marketers at some of the best-known brands in B2B technology, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Before joining Third Door Media as editor-in-chief of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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