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The Value of Data in Marketing

How to use data to drive agility in your organization.

Strategy   |   Alteryx   |   Sep 15, 2023

In today’s digital world, agility is key to success — especially in marketing. Agile marketing is all about being able to quickly adapt to changes in the market and respond with relevant, timely content. And while agile marketing is essential, it’s only possible with data. Data is the foundation of agile marketing, providing the insights needed to make informed decisions and respond quickly to changing markets.

In this blog post, we’ll explore the value of data in marketing and how it can help you succeed in today’s competitive landscape. We’ll also discuss ways to use data to drive agility in your organization. So, if you’re looking for ways to stay ahead of the curve, read on.

The Evolving Role of the CMO

The responsibilities of a modern CMO overlaps with the role of a CIO. They must develop and balance both a right and left-brain organization and understand the intricacy of cloud technologies and data while being the Customer Champion, a Storyteller, an Innovation Catalyst, a Builder, and a Growth Driver.

Marketing operations beating heart of marketing organizations; it is the machine that works to automate, scale, and integrate different technologies.

There are thousands of Martech vendors out there. Stitching together the right tech may seem an insurmountable task. The trick is not to think in terms of strategy first, not in terms of tools (paraphrasing Darrell Alfonso, author of “The Martech Handbook”); instead, the very changing nature of customer behaviors and the economic environment requires ongoing adaptation and agility. Dealing with data, analytics, integration, and process automation is a common challenge across any industry and marketing operation.

This is our take on the Martech Map by Scott Brinker, the godfather of Martech.

Martech 1

Also, we will shamelessly use Scott Brinker’s framework on the “5 Forces of Marketing Technology & Operations.”

We believe that Alteryx is an excellent fit to support all forces. Let’s go over the framework.

Scott Brinker’s framework on the “5 Forces of Marketing Technology & Operations.”

The framework is meant to balance out two dichotomies:

  • Centralization and Decentralization
  • Automation and Human Touch

Alteryx is a different breed in the Martech space; it’s not a plug-and-play approach that solves an immediate problem with a “blackbox” solution. It sits between homegrown and plug-and-play solutions, providing the necessary flexibility to experiment and innovate and the automation capabilities to continuously build process efficiencies.

As a visual language tool, Alteryx is a human-centric platform across technical and non-technical marketers. As an orchestration tool, Alteryx provides the glue across multiple technologies.

Finally, the most critical benefit of adopting Alteryx is the knowledge sharing that drives change management, enables upskilling, and builds value through network effects.

Watch this video to learn how to create efficiency in marketing tech operations with Alteryx.


For more information about use cases and marketing processes that Alteryx enables, learn more here.


  • Marketing
  • Business Leader