Connecting the Customer Data Dots
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The document discusses how marketers can better leverage customer data to improve the customer experience. It provides tips from various experts on developing a robust data strategy, asking the right questions of data to uncover insights, owning customer data to stay compliant with regulations, and how IoT can be used to inform and deploy customer experience solutions. The overall message is that marketers need to stop data from being fragmented and better connect customer touchpoints to deliver personalized experiences.
Connecting the Customer Data Dots
- 1. How Marketers Can Unlock Insights to Transform the Customer Experience Connecting the Customer Data Dots
- 2. Connecting the Dots It’s certainly no secret that consumers are increasingly demanding better, faster and more personalized buying experiences. And modern marketers know the key to delivering on those expectations is in the data. Unfortunately, much of that data is likely in fragmented systems throughout an organization as marketers struggle to align the people, processes and technologies needed to gain actionable insights. Well, marketers it’s time to leverage data like never before and use it responsibly to craft a more holistic picture of your customers and their journey. In this piece, both marketing and customer experience thought leaders share their top insights and tips for doing just that to drive marketing effectiveness and create a great customer experience. If you’re ready to unlock marketing insights and improve the customer experience, take the first step by digging into these expert tips.
- 4. Chief Amazement Officer - Shepard Presentations, LLC Customers like a personalized experience. They like getting appropriate and relevant content, and at the right time. The way a marketer can deliver that experience is by using the customer’s data. Some of that is based on the customer’s buying and browsing history. Some is based on information the customer provides. When customers share information with you and let you into their lives, they are, in effect, giving you permission to do so. The key is to not abuse the privilege of having that data. The moment you cross that line, you risk the customer deleting that email (or whatever channel you are using to market to the customer), or worse, deleting you permanently. Give Your Customers What They Crave: Personalization Shep Hyken
- 5. Director of Global Analytics, Marketing Technology & Operations - Alert Logic Companies today need a robust data strategy that encompasses data storage, processing, agility, security and user details. Every major step of data management must have clearly defined objectives and ownership. Internal or external data sharing must have pre-defined SLAs and alerts needs to be in place for SLA breaches followed by quick remediation and communication. Companies must consider building data lakes besides the data warehouse to give users and technology the flexibility to manage data. Data security and privacy will continue to be one of the biggest challenges. Customers are becoming smarter and are more active in voicing their privacy and security concerns. Companies need to get their act together and “drink data” responsibly. Develop a Robust & Responsible Data Strategy Sameer Khan
- 6. Director - Adversitement 2018 is shaping up to be an influential year for IoT technologies, particularly in how businesses handle the customer experience. Industries that are really demonstrating behavioral transformation due to IoT’s impact are Smart Home technology, Connected Cars, Smart City Applications, and Industrial IoT. Sensors are providing real business value for these industries, and enabling them to leverage data generated in real-time to accelerate innovation. In the coming few years, IoT will be further transformed by Deep Learning, which has a significant amount of untapped potential for analyzation of large quantities of IoT data, transforming it into relevant actions and improving A.I. algorithm accuracy by 98-99%. Through IoT, informing and deploying actionable customer experience solutions is more attainable than ever. Embrace IoT as a Way to Inform, Deploy & Improve the Customer Experience Ronald van Loon
- 7. CEO - Thulium.co Ask the right questions of the data! It’s simple, it IS the one thing, and yet it’s missed. Too many marketers expect the data to magically reveal insights, and guess what? Data doesn’t work that way. Identifying actionable sources of customer insights ARE the reasons marketers would want to allocate a portion of their spend on the right marketing technology, a martech consultant to make sure the right marketing technology is deployed, and that all the “packages” are fully integrated to optimize spend whilst offering actionable insights that will ultimately drive growth. Unfortunately these highly salivated-for “actionable insights” are often left undelivered or there’s a malignant disconnect between insights and execution. Uncover Actionable Insights By Asking Your Data the Right Questions Tamara McCleary
- 8. Ultimately, it’s marketing’s job in the current digital transformation environment to earn their seat at the table, (secure, keep, and preferably grow the marketing budget). Expectations from the CEO and the board are high that marketing prove spend and actively contribute to driving measurable business growth. What I’m seeing as a consultant, and as the CEO of a global digital marketing agency, is not a dearth of data, but rather a failure to ask the right questions of the data. Enter the age of connected everything, the Internet of Things, (IoT), and the data pool becomes even larger…a tsunami. We are in data overwhelm, but we are living into underwhelm when it comes to execution. Incredible opportunities exist for marketers who are taking advantage of marketing technology to uncover what was once a moving target with customers. We have the technology to drill down to a level of specificity delivering on personalization, right message, right time, right platform. What questions are you asking of your data? Tamara McCleary Continued
- 9. Founder - Brain+Trust Insights (top credentials) The most important thing that marketers should being doing is addressing the issue of customer data being scattered and disconnected, particularly with GDPR coming along is that marketers have got to own their data. If your data is in a bunch of different systems, especially if they are third-party systems, there is absolutely no guarantee that you will continue to have access to that data. GDPR has the right to be forgotten, the right to transfer data between systems, which are major issues for MarTech companies because they have to be able to hand the customer the data in a common, machine- readable format so that they can port it to somebody else. Strive to Own Your Own Data Chris Penn
- 10. Chris Penn Continued If I stood in Paris and I told Facebook I want my data and I want you to give it to Twitter, Facebook would have to comply. Now if you are a company and you have all these different technology systems in place and you can’t pull that master customer record and give it to the customer, based on what the law requires, you are in trouble. You are out of compliance with the law. But most importantly, there is this concept that we use here at Brain+Trust Insights called “dark data.” This is not our concept, IBM came up with this and last year they said about 90% of corporate data simply goes unused. It is stuffed in the equivalent of a desk drawer and never to be looked at again. So, the most important thing that marketers should be doing is making sure they are compliant with today’s regulations and compliant with regulations going forward. Own your data in your systems. Augment it and append it as needed by trusted third-parties, but you need to own and control the data.
- 11. President and Founder, The Sepharim Group If companies across sectors want to truly transform the customer experience, then they can’t ignore IoT. In 2018, I already see IoT having a great impact and expect that it will only continue to grow. For example, for enterprises in the manufacturing sector some companies are already seeing high business impact because they are reducing build order cycles by more than 35%. Healthcare is another high growth area. With IoT combined with data analytics and AI, hospital and wellness facilities are able to reduce patient in-clinic time and cost, while also accelerating patient recovering times. Don’t Ignore the Power of IoT Bob Egan
- 12. It’s Time to Get Personal Data has the opportunity to become your most valuable marketing asset, but only if you stop letting valuable insights slip through the cracks. The biggest opportunity for marketers is not finding more data. It’s finding a way to use and own the data you already have and stitch it together to form a holistic customer picture. Only then can you use it to generate insight, segment audiences and deliver the personalized experiences your customers have come to expect. To discover how the Treasure Data Enterprise Customer Data Platform can help you enhance the customer experience along the customer journey, contact us today. CONTACT US