Barry Magee leads Client Analytics and Demand Generation for IBM Digital Sales in Europe where he works to put data-driven approaches to Client selection and engagement at the heart of the sales and marketing process. Barry lectures in the IMI and UCC and is pursuing a PhD in the field of Client Analytics Strategies for Sales and Marketing.
How to use analytics to drive client engagement and find the market sweetspots for your product
Despite the great potential, the use of data and analytics in sales and marketing can vary from being a ‘dark art’ to a ‘pray and spray’ approach with limited tangible results. A key challenge for all companies is where to position yourself in the market. How do you know where your customers are if you’ve never sold to them before? Are your future customers similar or dissimilar to your historic customers? Learn how to combine basic agile principles with design thinking to develop an effective ‘market feedback’ process to drive decision making and effective analytics strategies.