Big Data Blog

Big data and the field marketing dilemma

Big Data, Many Sources
It is strongly suggested that Brand owners engaged in field marketing activities should be thinking about what happens to their data. Read on to see the top four questions Brands, engaged in field marketing activity, ought to be able to answer.

If you’re a brand that has partnered with a field marketing agency, you’re familiar with the following simplified scenario: you meet with your FM agency, set out tasks that need to be carried out (compliance) and lastly you receive your execution results (reports).  This model works well for a short term project engagement.  It falls down in relation to Big Data that requires ready access to years of data.

According to Managing Director of Operations and Strategy for Verizon Enterprise Systems, Rob Le Busque, in Retail World’s January 2015 article, “Technology, Innovation and the First-mover Advantage”, “Data analytics is no longer about just collecting and housing a significant amount of information, it’s intelligence and being able to make that data useful.” However, before you can begin to think about how to make that data useful, you should consider having a process in place where you are centrally collecting ALL of your data. 

As a Brand owner engaged in field marketing activity you should be able to answer:

  1. Do I have all my collected data?
  2. Does my data have a memory by being consistent, traceable, auditable and actionable?
  3. What is my data strategy in relation to data storage?
  4. Have I ever requested an electronic data feed?

In order to make sure you as the Brand owner are receiving the data you require, you should consider collaborating with your external service provider on how and where your data is delivered.  Online access needs to be taken to the next level of being provided with an online date feed of data.  This data feed should be auto populating a Brand controlled data repository, enabling the capability to analyse at a higher level over time.

Having a brand-controlled central repository enables you to have full control of your field data.

You dictate what data you need, how you want it formatted and where you want it deposited. Your service provider is then able to better meet your needs as they are fully focused on the execution process.  With an ability to manage one’s own data there’s a greater amount of transparency than simply having access to an online system.  Trends can be better reviewed over time and better decisions made in conjunction with your service provider.  If you change service providers over time, you as the Brand have continuity of data as the feeds remain.

At SalesAtWork, we’ve designed a central repository module that facilitates measurable data collaboration between you, the Brand, and your outsourced field marketing agency. The following infographic demonstrates how this process might work for you:


The age of true data collaboration between Brands and their Service Providers is here. SalesAtWork for Brands is bringing to the field marketing sector a new way of data collaboration, driven by the brand.

Are you collaborating with your field marketing agency? If so, let us know how in the comment section below. If not, perhaps now is the time to start that conversation.  


SalesAtWork embodies all the necessary features required to deliver industry 'best sales practise', SalesAtWork sets the standard to allow different industries to consistently focus on, evolve and improve sales processes.

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SalesAtWork - Trade Spend Promotions Management | Sales Force ManagementSalesAtWork
Category: Trade Promotion Management SoftwareCompany about: SalesAtWork provides a cloud based application for Trade Promotions Management (TPM) and Sales Force Management. For an affordable monthly fee, SalesAtWork delivers advanced features in these areas without the need to employ time based consultants. Advanced data management Logical workflow and approval processes Target performance metrics Exception alerts and graphical analytics SalesAtWork manages the entire TPM cycle : Sales Budget, Sales Forcast, Promotions Plan, ROI Assessment, Prom ...
Big Data, Many Sources
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