How General Electric simplifies information overload

This event report addresses how General Electric, the industrial conglomerate, is making effective use of data to understand customers and drive sales.

How General Electric simplifies information overload

Jessica Pishko

Andy Markowitz, General Manager of GE's Performance Marketing Lab, believes that customer data – including purchases, website visits, and social-media contact – must be simplified if it is to provide full value across an enterprise.

"Most dashboards aren't in a meaningful format," he explained to the 2016 Demandbase Marketing Innovation Summit for B2B in San Francisco. "We try to provide useful context for users. It makes data useful. And that is unusual."

It's also important to adopt such an approach, he added, if data is ultimately to "uncover new insights."

By making...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands