Each calendar quarter we evaluate nominations and award the IntentData.io Marketing Data Master Distiller Award to the individual we believe has contributed the most to the practice of marketing data unification, activation and orchestration.
The award, shown above, is a 2 liter oak aging barrel with decanter. Our hope is that the winner will enjoy bringing the same passion for blending data to perfecting their own signature aged cocktail (or kombucha.)
How many sources do they distill? 1st? 2nd? 3rd party intent data? What unique sources do they pull in? Are they distilling at contact and account level? Is there active enrichment?
What platforms are they integrating? (e.g. CRM, marketing automation, ABM.) Are they using a CDP (customer data platform) for unification and orchestration?
How are they pulling all the data together, unifying, cleaning, enriching and creating a single customer view? What creative work have they done to overcome disparate data silos?
Master distillers of marketing data approach the data as a means, not an end. They support colleagues in marketing, sales and success to apply the data to multiple use cases from retargeting and ABM through churn reduction.
Data should be used to improve prospect, buyer and customer experiences. Never to manipulate. Nominees should use data to personalize experiences and insights to improve the user experience.
