By: Ana Matić, Business Intelligence Manager, Direct Media Serbia
“And, when you want something, all the universe conspires in helping you to achieve it.” It’s one of the most quoted sentences, whether we like to admit it or not, by the famous writer Paulo Coelho. And not only is it the most frequently cited sentence, but it can easily be applied to all areas of life. Actually, not all, but marketing has a privilege in this sense. You must be wondering why marketing is so special, and what is it that sets it apart from everything else? The answer is quite simple. Marketing has its BI, and when you want something, you don’t even have to will it strong enough, you just need to wish it, and the entire BI sector will conspire in helping you achieve it.
Math Man has long since replaced the Mad Man, and the figures are now the key players in our business. Everything around us is rapidly changing and, as the famous Chinese philosopher Lao Tzu once said: “Change is inevitable – embrace it,” we are trying to help you embrace and accept these changes, and that we all benefit from them. People often have a resistance to things that we do – they wonder what good is all that, what do we want from them and can that what we do actually help them? It can. A lot!
Getting the right data to the right people, at the right time, is the backbone of the work within the Business Intelligence sector of Direct Media System. I’ll be free to say that this role is extremely important, because it helps the agency to make important, timely and properly informed business decisions, both for itself and for clients, at all levels and in all sectors.
Therefore, if you have a doubt whether you need the help of the BI sector or not, think about how modern business gurus of today would certainly rephrase a famous quote by Elder Thaddeus “The state of your thoughts, is the state of your life”, to “The state of your data, is the state of your business life”. Although the developed BI sector in marketing agencies is a rarity in this region, I hope that the top people of those agencies will understand the importance of a more serious approach to this area of business as soon as possible, as we did long time ago.
