Raised Expectations and New Discoveries with Great Customer Data
We have a landing! On November 12, the Rosetta probe arrived at its destination, a comet 300 million miles away from Earth.
Fulfilling its duty after a 10-year journey, Rosetta dropped its lander, Philae, to gather data from the comet below.
Everything about the comet so far is both challenging and fascinating, from its advanced age – 4.6 billion years old, to its hard-to- pronounce name, Churyumov-Gerasimenko.
The size of Gerasimenko? Roughly that of lower Manhattan. The shape wasn’t the potato-like image some anticipated of a typical comet. Instead it had a form that was compared to that of a “rubber-duck,” making landing trickier than expected.
To add one more challenging feature, the comet was flying at 38,000 mph. The feat of landing the probe onto the comet has been compared to hitting a speeding bullet with another speeding bullet.
All of this would have been impossible if the ESA didn’t have serious data on the lofty goal they set forth.
As this was happening, on the same day there was a quieter landing: Salesforce and LinkedIn paired up to publish research they conducted on marketing strategies by surveying 900+ senior-level B2B and B2C marketers through their social networks about their roles, marketing trends, and challenges they face.
This one finding stood out to me: “Only 17% of respondents said their company had fully integrated their customer data across all areas of the organization. However, 97% of those ‘fully integrated’ marketing leaders said they were at least somewhat effective at creating a cohesive customer journey across all touchpoints and channels.”
While not as many companies were implementing customer data like they should, those who did felt the strong impact of the benefits. It’s like knowing the difference between interacting with a potato-shaped company, or a B2C, vs. interacting with a rubber-duck-shaped company, or a B2B, for example.
Efficient customer data could help you learn how to land each one properly. While the methods for dealing with both might be similar, they’re not identical, and taking the wrong approach could mean a failed landing. One of the conclusions from the survey showed there is a “direct link between how well a marketer integrated customer data and the self-reported successes of that brand’s strategy.”
When interviewed by MSNBC on the comet landing, Bill Nye, also known as “the Science Guy,” had many positive things to say on the historic event. One question he answered was why do programs like the ESA exist – or basically, why do we go to space?
Nye had two replies: “It raises the expectations of your society,” and “You’re going to make discoveries.”
Marketers armed with insights from powerful customer data can have their own “landing on a comet” moment. Properly integrated customer data means you’ll be making new discoveries about your own clientele while simultaneously raising the expectations of your business.
The world couldn’t progress forward without quality data, whether in the realm of retail or planetary science. We put a strong emphasis on validating and cleanse your customer data at the point of entry or the point of collection.