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.
TAKING THE STRESS OUT OF EVERY DAY with Highly Resilient People! Every morning they wake up and say today I choose joy – consciously – and then; They observe their thinking all day and stop thoughts that create stress. They work at being present in every moment and not worry about or dwell on what […]
What do you do if you hate your job? You have three options: you can stay and suffer, you can look for a new job, or you can change the way you view your work. The best choice is to focus on yourself and what makes you happy. This way, even if you’re still at […]
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 […]
It is with earth-shaking sadness to share with you the Passing of Claire Janisch, our dear course director and facilitator, friend and colleague, has passed away peacefully on Monday the 7th of Feb 2022, surrounded by family and friends, at her home in the Midlands, KwaZulu Natal, South Africa. Claire brought Learn Biomimicry team together, where […]
In September of 2012, a freak failure of the dynamic positioning system of the vessel Chris Lemons Speaker was working under, resulted in the umbilical which provides him with breathing gas, light and heat being severed completely. He was left on the sea-bed, in complete darkness 300 feet below the surface, with only the 5 […]
If I am not like you, I tend to not like you…so it becomes an Us vs Them = toxic environment If I am like you, I tend to like you Us vs Them = toxic environment How can we get rid of unnecessary trash talk from the organization, like “We in production and […]
Other than a brief period when I was in the Middle East, for the past 13 years I have not had an office out of which I worked. I have however, been part of teams that have worked closely together every day and Living in an online world: Virtual Collaboration and Virtual Teams One year […]
In April, 2020 I wrote an article describing four possible scenarios for how the The Coronavirus Scenarios could play out: “Much Ado About Nothing”, “The Camel’s Straw”, “Spain Again” and “Walking the Tightrope”. At the time the cumulative number of global cases was 2 400 000 and deaths 165 000. Seven months later, the figures are 60 000 000 and […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
