The abundance of relevant data and the advent of digitalization have brought marketing and sales functions closer together. Next-generation sales techniques, consisting of data-driven sales processes and lead generation aligned to the customer journey, have proven three times more effective than traditional sales methods. Content has long been the king of sales, but that king is currently being dethroned. Data has become the new buzzword. With the advancement of technologies, marketers are able to track individual actions, from the first contact to the final transaction, in an omnichannel marketing environment. I am able to shape content to achieve desired business outcomes. New marketing analytics and automation tools are changing the way companies use their vast reserves of data. As data grows daily, marketers find it necessary to transform data quickly and easily. They realized that companies that invest the most in marketing technology analytics perform best. Adequate investments in the right data transformation and analytics tools can put businesses at the forefront and ahead of the competition. The aim of the current research is to investigate the meaning and effectiveness of data-driven marketing as next-generation marketing techniques and the main challenges associated with it. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Data has made an identity for herself. From professional sports to healthcare to retail and beyond, nearly every industry is about mass records and analytics. More and more marketers are relying on statistics for their campaigns, measuring the effects of each individual effort so they can simplify their messages. Five years ago, McKinsey Global Institute (MGI) launched Big Data, the next frontier in innovation, competition and productivity. In the years since, information science has continued to make rapid progress, primarily on the frontiers of machine learning and deep learning. Organizations now have a wealth of raw information combined with powerful and sophisticated analytics tools to gain insights that improve operational performance and create new market opportunities. More profoundly, their choices no longer have to be made in the dark or based primarily on gut instinct; they can be based entirely on tests, experiments and extremely accurate predictions. The increasing expansion of accessible data is a style recognized throughout the world, while the valuable experience that arises from the information comes from fact-analysis processes. In this context, most companies collect, store and control statistics for strategic business selections that lead to valuable knowledge. The ability to manage, analyze and act on statistics (“data-driven choice systems”) is very vital for businesses and is characterized as a considerable resource. The power of big data analytics is needed, and the benefits to data-driven agencies are full-scale determinants of competitiveness and innovation performance. However, there are huge barriers to adopting the data-driven method and gaining valuable insights through large data. The challenges of data-driven marketing:1. Data storage: Data comes from multiple sources. The collection, transformation and sending of data to a designated place arebecome increasingly complex.2. Data quality: Once data has been collected from its initial sources, the challenge is to ensure that it is properly cleaned and harmonized. We must ensure the highest possible quality of the data.3. Right layer to integrate data: Data needs to be integrated at a deep product level so that the BI tool can interact with higher layers as needed. Integrating data directly at the enterprise level could not lead to the desired result.4. Finding the right data talent: To find the right data talent, one option is to outsource data tasks to a third party, while the other is to hire more talent with strong data skills. To become a data-driven marketing organization, companies need to identify the problem they are trying to solve and then decide what they need to do from a budget, staffing and business process perspective before jumping into the digital arms race. If they are working on a multi-channel marketing strategy (like most companies), attribution capabilities that determine how online and offline strategies influence each other are great, but they need to have information-based processes in place. data so that action can be taken on insights before a company can have a conversation about attribution. Some key ideas that could be adopted by marketers to grow such a strategy are:1. Balance resources across channels and manage the ongoing internal struggle for marketing budget.2. A company should not have more personas than it can serve with distinct messaging strategies.3. Continuously analyze your data, make changes, experiment and test and never settle because you can always do better.4. Even if you have large amounts of data, you need to be able to immediately respond to obvious patterns and trends.5. A key element in moving from a last-click attribution mindset to a fully holistic measurement approach is understanding that there are some challenging change management issues ahead of us.6. Identify and align a specific set of potential opportunities to investigate and execute with data and analytics.7. For your marketing team to become data-driven, you need to look beyond the business to identify quality data sources to use for marketing purposes.8. Marketers need to reevaluate both their current media mix and their media agencies.9. Without the ability to analyze all touchpoints together, it is not possible to have a complete idea of ​​the customer journey.10. The most important step in developing a data-driven marketing organization is the ability to capture data both online and offline. Data and analytics capabilities have taken a leap forward in recent years. The amount of useful information has grown exponentially, more cutting-edge algorithms have been developed, and computational power and storage have been steadily increased. The convergence of these trends is fueling rapid technological advancements and business disruption. These are changing the basis of competition. Leading companies are using their capabilities not only to improve their core businesses, but also to launch entirely new business models. The network effects of digital platforms are creating a winner-takes-more dynamic in some markets. Data is a fundamental business resource today. It comes from the web, billions of phones, sensors, payment systems, cameras and a wide range of other sources, and its value is tied to its end use. While the data itself will become more and more.