Tag "customer data"
I hear this idea a lot lately: Data, we’ve suddenly realized, is a business asset, a source of potential value. This is certainly true, but a lot of the discussion seems to frame that opportunity as a bonus, something extra. That’s ridiculous. “Making the most of your data” is not the limited province of extra-clever... more
Here’s a statistic that’s worth reflecting on in the new year: over the last year, 89% of companies expected to compete mostly on the basis of customer experience. One of the world’s leading automobile associations was one of them. After years of under-investment in IT, the organization’s new leadership team quickly realized the need to... more
“Look after your data. In many cases, it’s all you have got,” was how Kennedy Warwick closed his session at our MDM 360 Summit in London this year. Strategically managing and then accurately and securely sharing a single view of customer data has enabled Thomson Reuters to do many things more efficiently as well as many new things.
As marketers become increasingly data-driven, more doesn’t automatically translate into better. Since data delivers accuracy, efficiency, and engagement, it’s easy to believe that the more data we have, the better we can find prospects, learn what they need, and convert them to customers. But using more data isn’t at the heart of being data... more
Rather than focus singularly on traditional metrics such as Net Promoter Score, loyalty and satisfaction companies are racing to compete on customer experience. They are learning to extract valuable experience information from long-term relationship data. It’s not a coincidence that they use MDM to do it
We marketers work so hard – and spend so much money – to earn customer data that we really want to believe that our job is done once we’ve captured it. The truth is exactly the opposite: the customer data that we neatly store in our databases, CRM systems, marketing automation platforms, and customer profiles... more
Over the past few months I have been speaking to Consumer Goods experts within Informatica’s partner community to get a broader view on the importance of product and consumer data in marketing. I initially set about this task to get an understanding of what was driving investment decisions in consumer and brand marketing. I have... more
After three conversations, two of which with split points, no clear winner is emerging in terms of Consumer Goods (CG) companies prioritizing investment in product or consumer data. In my conversation with Koen Van Bockstaele, Global Lead Sales and Marketing Transformation for CPG at Accenture, instead of diving into a discussion about which set of... more
Over the last couple of weeks I have had very interesting conversations about how Consumer Goods (CG) companies could, and should, be engaging with consumers. The exchange of ideas and information will enrich my future conversations on this topic as I adjust my perceptions of the world and apply the new information I learn in... more
I am continuing my quest to get a balanced view of where Consumer Goods (CG) companies should invest their (potentially limited) budgets in developing meaningful consumer relationships. I had a very fruitful discussion with Kees Jacobs from Capgemini. Kees’ view that a focus on customer data is what should be top of this list was... more