• About
    • Our business
    • Our people
    • Inclusion and diversity
    • Our heart
    • Client stories
  • What we do
    • Media solutions
      • Performance
      • Advanced TV
      • Time and Place
      • High Impact Branding
    • Analytics and tech solutions
    • In-housing solutions
    • Future-shaping programmatic
    • Reaching China
  • Resources
    • Research and insights
    • Blog
    • MiQ Education
    • Client stories
    • Video showroom
    • News
    • Privacy and compliance
  • Careers
    • Life at MiQ
    • Open roles
  • CONTACT
  • About
    • Our business
    • Our people
    • Inclusion and diversity
    • Our heart
    • Client stories
  • What we do
    • Media solutions
      • Performance
      • Advanced TV
      • Time and Place
      • High Impact Branding
    • Analytics and tech solutions
    • In-housing solutions
    • Future-shaping programmatic
    • Reaching China
  • Resources
    • Research and insights
    • Blog
    • MiQ Education
    • Client stories
    • Video showroom
    • News
    • Privacy and compliance
  • Careers
    • Life at MiQ
    • Open roles
  • CONTACT

Industry wisdom

So what is marketing intelligence and why should we care

MiQ Marketing

May 7, 2012 / 2 mins read
Updated on Jul 26, 2022

  • inline-icon-facebook
  • inline-icon-twitter
  • inline-icon-linked

By Rebecca Mahony, CMO

There is no dispute that, via machine learning tools, marketers have become more adept at identifying what consumers are doing and how they take those actions.

Where the industry falls short, however, is understanding why those consumers are behaving the way, they are, what their motivations are, the priorities driving any given decision – and then activating messaging that makes a demonstrable difference to the business measurable by relevant business-critical KPIs.

This is the gap between data, insight and appropriate action.

Filling that gap doesn’t start with technology or analytics per se. It starts with asking the right questions, and then using a combination of technology, AI and Human Intelligence to devise and execute the right strategy. It is through the access to this diverse and comprehensive perspective on user behavior, along with the data science and human ingenuity required to distil this, that MiQ provides Marketing Intelligence which decodes the consumer and drive meaningful business outcomes.

This is the role of Marketing Intelligence.

When it succeeds, it puts marketers at the core of the business, the hub around which other business functions perform, and drives relevant and measurable business outcomes.

In simple terms, Marketing Intelligence extracts insights from a brand’s data assets to fuel business strategy, rather than just being a vehicle to execute upon. It connects marketing to business outcomes.

To help you navigate this new landscape and see how you can transform your business, we have put together a Tips Guide for Implementing a Marketing Intelligence Approach.

Download our guide

We hope you enjoy it!

More from MiQ blog

President’s Club @ MiQ: Tarah McEwen

President’s Club @ MiQ: Kristina Kodjabacheva

President’s Club @ MiQ: Kate Thomas

  • inline-icon-facebook
  • inline-icon-twitter
  • inline-icon-linked

Related Posts

Industry wisdom

There’s more to cookieless than Google

Oct 13, 2022
Read More
Industry wisdom

Cookieless measurement demands a multi-solution approach

Oct 04, 2022
Read More
Tech talk

Brand affinity: What it is, why it matters and how to calculate it

Sep 21, 2022
Read More
Contact Us

Get in touch

Interested in working with us? Or working for us? Or just want to talk about all things programmatic? We'd love to chat so send us a message

About
  • Our business
  • Our people
  • Our heart
  • Client stories
What we do
  • Media solutions
  • Performance
  • Advanced TV
  • Time and Place
  • High Impact Branding
  • Analytics and tech solutions
  • In-housing Solutions
  • Reaching China
Resources
  • Research and insights
  • Blog
  • Podcast
  • MiQ Unlocked
  • Client stories
  • Video showroom
  • News
  • Privacy and compliance
Careers
  • Life at MiQ
  • Open roles
  • Inclusion and diversity
Privacy & compliance

Opt out



  • inline-icon-insta
  • inline-icon-linked
  • inline-icon-twitter
  • inline-icon-facebook

Copyright ©