Customer data and analytics
There is no denying that the responsibilities of marketing leaders are shifting. They must do more than sell a product, they must orchestrate memorable experiences for customers; customer experiences that in turn build brand loyalty.
In this ‘experience economy’ CMOs must become masters of data to deliver empathy at scale and build deep relationships with customers. This requires better data, analytics, technology, aligned processes, and an organisational culture that supports it, but most important of all this requires ensuring that the data that is used is robust, accurate and up-to-date.
Data must also be protected, weak practices lead to cyber breaches. The reputational damage to a brand cannot be underestimated. However, when managed well, data offers a competitive advantage.
Download this 51 page research report for practical data management learnings to apply in your business including:
- How well organisations globally are coping with the deluge of data
- Whether we are truly getting the value from the data we have
- The ethical mindset – and the three steps to ethicality
- The role of intelligent databases – how to maximise their potential and control bias
- How far do business leaders appreciate the importance of responsible data use?
- Why CMOs who feel accountable for brand protection and trustworthy data have a crucial and positive impact on customer loyalty
- Methods used to expertly manage consistent, realtime data across customer interactions to include third-party data, internal financial data, sales, digital analytics and a host of sensor and edge-generated data