The Power of Analytics for Green Marketing

Imagine being able to tap into undiscovered markets, getting first mover advantage and securing a beachhead on a potentially large revenue stream?  With some deft analysis you’re able to empower your sales team, unleashing them with very targeted areas of focus that turn into bottom line benefit

A marketer’s dream, right?  Being able to tie together distinct threads to create a new mosaic of opportunity is essential to discovering opportunities hidden in the light of day.  All you need is the data!

But where to find it?

We hear a great deal about the promise of clean / green energy for the economy, yet many statistics show that today we’re even more shackled to traditional energy sources than during the 70’s oil crisis.  We get bogged down in looking for the large, sweeping answers, when finding smaller, yet real opportunity is essential to the slog that energy independence will inevitably become.  And that’s where marketers can make a difference.

Take a look at Heather Clancy at Green Tech Pastures piece on solar and more northern cities (think cold & snow) actually present a great opportunity vs. hot climates like Arizona due to the statistical realities of how solar works in hot vs. cold climates.  Who knew it could be “too hot” for solar?  It’s right there in Nature Materials for all to see.

Now take a look at the moves by larger IT vendors like IBM into the analytics space, well documented by ZDNet’s Larry Dignan here.   The “smarter planet” is going to be owned by those that mine data and put it to use.

That data can come from anywhere – scholastic journals, trade blogs, DOE statements.  It’s a marketers challenge and opportunity to find those disparate nuggets, distill the essence and set the direction in both external and internal programs to move sales opportunities forward before the competition.

Advertisements

Leave a comment

Filed under Green Marketing, Sustainable Energy, Sustainable Marketing

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s