Author: Blake Morgan
Do your Data-Driven Marketing efforts feel like a shot in the dark? It doesn’t have to be that way. With the power of today’s abundance of data, brands can use a measured and data-driven approach to build an agile and compelling customer experience. According to Tiffany Perkins-Munn, Head of Data and Analytics at J.P. Morgan Chase, […]
Do your Data-Driven Marketing efforts feel like a shot in the dark? It doesn’t have to be that way. With the power of today’s abundance of data, brands can use a measured and data-driven approach to build an agile and compelling customer experience.
According to Tiffany Perkins-Munn, Head of Data and Analytics at J.P. Morgan Chase, this isn’t the old way of marketing. Data-driven marketing starts with collaboration and cohesion between all areas of the company, including marketing, sales, and operations.
Combining these capabilities through the lens of innovation ensures companies deliver the best experiences to their customers.
Data-driven marketing isn’t just about acquiring new customers but also expanding the relationship with existing customers. For both groups, data creates a holistic view of customer expectations and how they want to engage with the brand, which helps move towards a personalized and relevant customer experience.
In today’s world, brands have access to an incredible amount of data. The question is how to manage and aggregate that data to understand customers’ needs better and get ahead with proactive offers.
But with so much data, it’s easy for brands to get overwhelmed. Perkins-Munn says to start small. Basic questions, such as identifying your customers, their needs, and their behaviors, can direct companies towards the most relevant data and provide a complete view of their customers.
With that basic level of understanding, companies can then create automated processes. This streamlined, data-driven decision-making allows marketers to understand customers in a meaningful way and offer products that are personalized to their needs. To get there, start with the data and think through the customer data to make the journey more impactful and meaningful. Perkins-Munn leads her team in a connected customer experience by capturing all interactions along the customer journey, including every contact with an agent, how it was resolved, and what impact it has on the overall experience. Those touchpoints allow marketers to adapt and improve so that the experience is constantly being refined to best connect with customers.
If data-driven marketing seems too difficult, start small. Pick a group of customers and aim to understand who they are. What data do you need to understand who they are and how you can deliver a better experience to them? Then talk to the people who own that data so you can stitch together helpful information. Eventually, you’ll be able to break down silos, understand customers, and distill the most critical data to streamline and automate marketing. Data-driven marketing is a process that requires continual evaluation. Start small and upgrade to more sophisticated insights and programs with time.
The data is right in front of you. Leveraging the power of information can take your marketing efforts from a shot in the dark to a home run.
_________________
Blake Morgan is a customer experience futurist and the bestselling author of The Customer of the Future.
Contact Us at WeSpeak Global and follow us on Twitter
Author Profile
Video
The articles, video and images embedded on these pages are from various speakers and talent.
These remain the property of its owner and are not affiliated with or endorsed by WeSpeak Global.
Raizcorp supports over 500 businesses, find out their innovative selection process and how success can be your downfall. Allon Raiz, is a successful entrepreneur building numerous businesses and he is the founder of Raizcorp which nurtures entrepreneurs and grows profitable businesses. How Allon Raiz Went From A Failed Business To Raizcorp Allon Raiz is regarded […]
I was fantasising about a new Outlook feature today. No really, I am that sad! Here was my fantasy, Stop inviting everyone whenever you create a new meeting event, there is a little box showing the estimated meeting cost. This cost should double as you double the length of the meeting and also double when […]
I am as outraged as you are when I heard the news of the violent death of Uyinene Mrwetyana in September last year, the heartbreak and the anguish felt physically unbearable. I was overwhelmed by grief and outrage. I was consumed with terror for our daughters. As I started to catch my breath and look […]
Are you guilty of multi-tasking during meetings? Unfortunately, being present during meetings, especially present-day Impactful Virtual Meeting, is so rare, I wish I could bottle and sell it. Here’s a few facts you can toss around the tele-conferencing office (Source: Prezi State of Attention Research): In any online meeting about 95 percent of the audience is probably multi-tasking. […]
Not all exercises are created equal. My grandfather, or gramps as we affectionately called him was a disciplined exercise man. It wasn’t so much the amount of exercise he did but rather the 100% commitment with which he did it. He never missed a day unless he was ill and flat on his back. Every […]
Speakers in the virtual space during this pandemic we have heard the word pivot frequently. And now it’s typical to hear phrases like “all Zoomed out”. In the world of events and training we are seeing a mixture of virtual, hybrid and face to face. No one expected this pandemic. While we continue to navigate […]
Everyone these days seems to have a plan or AI SHOULD CHANGE, Or at least, they plan to mention it as often as possible in press releases and briefings to analysts. Paying lip service to AI is a dangerous distraction and a missed opportunity. A few may be fooled for a while – but unless […]
If we are going to do new things to survive in the Industrial Age, we are going to meet uncertainty. If we are going to meet uncertainty, we are going to discover risk. A show of hands… How many people, when you were 12, 13, 14 years of age, had a mother or a father […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
