{"id":458,"date":"2013-02-17T11:14:34","date_gmt":"2013-02-17T11:14:34","guid":{"rendered":"https:\/\/stage.omg.com\/mena\/elda-choucair-explains-how-data-is-transforming-marketing-from-a-cost-center-to-a-revenue-driver\/"},"modified":"2024-09-19T19:10:10","modified_gmt":"2024-09-19T19:10:10","slug":"elda-choucair-explains-how-data-is-transforming-marketing-from-a-cost-center-to-a-revenue-driver","status":"publish","type":"post","link":"https:\/\/omnicommedia.com\/mena\/elda-choucair-explains-how-data-is-transforming-marketing-from-a-cost-center-to-a-revenue-driver\/","title":{"rendered":"Elda Choucair explains how data is transforming marketing from a cost center to a revenue driver"},"content":{"rendered":"<p>In her editorial contribution for Campaign Middle East\u2019s Power Essays, <a href=\"http:\/\/www.phdmedia.com\/mena\/\">PHD UAE<\/a>\u2019s (<a href=\"https:\/\/omnicommediagroup.com\/\">OMG<\/a>) managing director Elda Choucair explains how <strong>data<\/strong> is transforming marketing from a cost center to a revenue driver. \u201cToday, thanks to the advent and proliferation of digital technologies, we are able to collect more <strong>data<\/strong> about people than ever before, yielding real-time insights that lead to greater marketing agility across multiple media platforms\u2026 As a result, the skill-sets of marketing professionals \u2013 at both the client and agency ends of the spectrum \u2013 have had to evolve in order to embrace both the <strong>data<\/strong> and its impact. We are no longer doing the same job that we were doing 20 years ago,\u201d writes Elda.<\/p>\n<p>The essay also touches on the fresh recruitment challenges that marketers and agencies face, given the new requirements from both marketers and planners, stating \u201c\u2026we all increasingly need to become data specialists.\u201d Elda also mentions the increase in accountability of the marketing function within an organization, stating: \u201cAs marketing becomes a lot more accountable, it justifies its place at the top table further. More than managing budgets, chief executive officers now expect chief marketing officers to generate proven revenue streams, even if they don\u2019t have their own profit and loss statements.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In her editorial contribution for Campaign Middle East\u2019s Power Essays, PHD UAE\u2019s (OMG) managing director Elda Choucair explains how data is transforming marketing from a cost center to a revenue driver. \u201cToday, thanks to the advent and proliferation of digital technologies, we are able to collect more data about people than ever before, yielding real-time [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":459,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[66,63],"tags":[],"post_folder":[],"class_list":["post-458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mena-news","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/posts\/458","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/comments?post=458"}],"version-history":[{"count":0,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/posts\/458\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/media\/459"}],"wp:attachment":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/media?parent=458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/categories?post=458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/tags?post=458"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/post_folder?post=458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}