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.
Is it that, “They dont want to work!” – or – they dont want to work for YOU? Here’s a problematic question for entrepreneurs and managers: is it that people dont want to work nowadays? Or is it that they dont want to work for YOU? Twenty years ago, I wrote that you must provide […]
How to bounce back after retrenchment or a job loss. Got retrenched? Here’s how to recover and step up One of the most devastating feelings is the realization of the loss of your income. It puts you in an immediate spiral of fear, anxiety, and uncertainty. Retrenchment affects you emotionally and the whole process can […]
To Think like a leader, you can’t really miss it. The headlines, the endless discussions and debates, the boundless optimism from some and apocalyptic warnings from others. Unless you’ve had your head stuck in the sand for the last few months – and who, at times, hasn’t wanted to do that?! – the turbulence in […]
The following are our Top 10 Keynote Guest Speakers for a global impact for any conference event. Guest Speakers are available to present as the opening or closing keynote speaker on Motivation, Innovation and as event hosts or Facilitators for your next event and conference. Discover YOUR SIGNATURE MOVE, with Jason Hewlett Having delivered thousands of […]
When Lance Armstrong was bust for using performance enhancing drugs through most of his career one of his defences was that it was part of the racing culture of the time and many other riders were doing it too. So, Would you use performance enhancing drugs at work? In order to be competitive, he believed […]
With all the recent fervor over the confrontation between Will Smith and Chris Rock at the Oscars® over a comment made about Jada Pinkett Smith, there’s one character I have yet to see explored in the aftermath to change your perspective: G.I. Jane. Several years ago, when I was building my business as a […]
Whenever I speak about my entrepreneurial journey on Digital Inclusion, I often start by stating that I’m from Terry, MS. The big city of Terry with a population of a little over one thousand residents and only stop signs, no stoplights. I open with that statement because I want anyone reading or hearing about my […]
Rebel technologists thrive when a couple of key environmental factors are in place The first thing is budget. Making sure that you can find the necessary budget to be able to instil these changes is an ideal starting point. If you aren’t working towards some kind of return on investment, somewhere along the line, why should […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
