2019 winners include Adobe, USA for UNHCR, LongHorn Steakhouse, and Pittsburgh Cultural Trust for their innovative marketing analytics achievements
Data and Analytics Adoption: Adobe was recognized for implementing a Data Driven Operating Model (DDOM), where enterprise data are stitched together at the customer level to create a personalized customer experience. To drive adoption and provide more accurate targeting capabilities, Adobe went back to the fundamentals of marketing by identifying a customer’s lifetime value through data analytics.
Data and Analytics Growth: USA for UNHCR won for its outstanding achievement in business growth driven by establishing the HIVE – a data and analytics team that enabled accessibility to data. After the world’s refugee crisis took center stage in 2015, the organization realized it could better serve refugees by collecting more data on donors. With the data collected using natural language processing and topic modeling, they found insights that helped better create audience segmentations for the different types of donors based on past behaviors.
Read More: AI Brings New Energy to Oil and Gas