The MarketingLens team recently attended the National Manufacturing & Supply Chain Conference in Dublin. It was an educational trip for me as I investigated a medley of talk on matters from across a wide breadth of Industry leaders. If there was one takeaway that echoed through every hall and every presentation, it was this: data is fundamentally reshaping the entire industry.
The conversation has shifted entirely. The industry is no longer talking about data as a simple byproduct of production; it’s now seen as one of the most valuable resources a manufacturer can possess.
Straight away, I noticed a clear focus on smart manufacturing and the digital transformation that’s sweeping the sector. It’s obvious that the age of traditional, siloed production is fading fast. It was interesting to see the talks around the integration of the IIoT (Industrial Internet of Things). Imagine every machine, sensor, and system on a factory floor constantly talking, sharing, and generating an abundant crop of data. This isn’t just about connectivity for its own sake; it’s the key to unlocking a level of operational clarity never seen before.
Speaker after speaker drove this point home. MarketingLens’s own Ely Loew, our Head of Product and Growth Strategy, pushed strong data pipeline management as the core of his presentation. Ely cut through the noise and got to the heart of the matter: none of this advanced technology means a thing without a robust and well-structured data pipeline.
He explained how a seamless flow of information, from collection and cleaning to analysis and action, is the bedrock of modern manufacturing. This is precisely where MarketingLens steps in to bridge the gap between raw data and tangible results. We don’t just talk about data; we build the foundational pipelines that manufacturers need. The MarketingLens team helps companies integrate disparate data sources, ensuring the information is clean, reliable, and accessible. This means a manufacturer’s data is always ready to power everything from shop-floor adjustments to high-level growth strategies. As Ely put it, without that solid pipeline, even the most sophisticated analytics tools will fail, leaving the immense potential of the data locked away.
This perspective was a perfect lens for the rest of the conference. The focus wasn’t just on collecting data, but on putting it to work. Think about the incredible power of leveraging AI and Machine Learning algorithms. These aren’t just buzzwords; they are practical tools that can sift through the mountains of data from Manufacturing Execution Systems to find patterns and opportunities invisible to the human eye.
What we see from this are actionable insights that directly boost OEE (Overall Equipment Effectiveness). But it doesn’t stop on the factory floor. This is where a truly integrated data strategy shines. The same data that helps predict maintenance needs or enhance product quality can be used to supercharge marketing and sales efforts. This is the other side of the coin for MarketingLens. Once we help a client build a pipeline that proves their product’s quality and process efficiency, it inevitably helps them address a range of related business challenges.
Our digital marketing and management teams then take these data-backed insights and turn them into winning strategies. We help our clients run ad campaigns that don’t just promise quality but actually prove it with their own production data. This is how we connect operational excellence to market performance, ensuring every euro spent on advertising is backed by the integrity of real data.
It’s fascinating for us to see this shift in mindset. Data is now an asset, as critical as machinery, but with the unique power to drive intelligent decisions at every level. There is still work to be done in fostering a data-driven culture, however. For every company at this event, there are many others that are behind the pace in using data as the resource it is. For us, this is about making ERPsystems work smarter, not harder, and demonstrating a crystal-clear ROI for every technological leap taken.
One speaker that I think explained this well was Rohit Thankral of Target Integration. He spoke on Digital maturity assessment and collected live data from the audience to prove his point in an engaging way.
Leaving the conference, it was clearer than ever that we’re in the midst of a profound industrial revolution. The path to a smarter, more agile, and more sustainable future for manufacturing is being paved with data. As Ely’s presentation made clear, the companies that will lead this new era are the ones who not only harness their data but are underpinned by the powerful, seamless data pipelines required to turn information into innovation. The message was unmistakable: get your data right, and you’ll be unstoppable.