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...