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.
Social media abounds with the hype and extraordinary news of Shackleton’s ship Endurance is patience concentrated being found in 3008 meters of water in the Weddell Sea, 107 years after it was smashed by ice in 1915. This discovery has deservedly grabbed global attention. “Men wanted for hazardous journey, small wages, bitter cold, long months […]
Eddie Botes, Leadership and Culture Speaker wrote this article, Critical Thinking for the Adaptive Leader. VUCA is an acronym that is now well established as a description of the business world that we currently operate in. In a Volatile, Uncertain, Complex, and Ambiguous world, there is no going back to the familiar and predictable world before the global financial […]
Extreme explorer, Cipla Foundation trustee and ambassador, David Grier, the First person to run The Great Wall of China in both directions and fellow extreme athlete, Andrew Stuart have passed the half-way mark of their gruelling 70-day, 4200 kilometre journey across the Great Wall of China. This challenge is a feat that Grier already […]
We all want to come up with the BIG Little Breakthroughs and the winning idea, solve the challenging problem, or invent something major that will become a staple for generations to come. Under pressure, it’s easy to freeze up and procrastinate. We get the false assumption that the only ideas that are important are the BIG […]
For Africas growth path it is important to recognize that lessons learnt in a particular place and time in history are not automatically transferrable to another part of the world. However, the growth of Africa mirrors to some degree that of Asia over the past 40 years. The development of the four main Asian Tigers – […]
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 […]
Build your leadership confidence with these 7 Ways to Be a More Confident Leader instantly-actionable tips from leadership keynote speaker and relatability expert Rachel DeAlto. In leadership, healthy confidence is key. Your team is looking to you for guidance, security, and support. But what if self-doubt is crowding out that inner boldness? First of […]
Don’t you just love when prospects ask you that question? – What Makes You Different? If you recognize the question as the true trap that it is, and you know how to deal with it, then you love it. If you don’t treat that question as the trap that it is, you’re toast. For […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
