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.
While The Future of Optimization has permeated our culture at large, it is Gen Z that has grown up in era when technology has enabled them to optimize everything from their sleep and their workouts to their study habits and even their intellect. Last year, I interviewed executives who work in the vitamin division of […]
What’s Your New Year’s Addiction? Here are 6 Simple Steps To Avoid Changing Who You Are and Instead, Changing Your Addictions. It happened for years. Too often I would come home from work, open the refrigerator, then the freezer. I’d sigh and think, “F*ck, I have no idea what to make for dinner.” Sometimes I’d […]
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 […]
One of the most common buzzwords of 2022 on how to Create a Working Culture has to be the word ‘feedback’. My sense is that leaders and managers for the most part want to get better than this, and it could therefore be a major goal for 2022. As you might expect however, there’s a […]
A sales slump is a time in which a sales pipeline loses its momentum, leads slow down, or stop coming in altogether, opportunities that are already in play begin to stagnate, and deals that we were sure to win we either lose to a competitor or to a lack of decision-making readiness from the customer. […]
If you’ve ever seen expectant parents in a baby shop, you’d know that pregnancy is a life stage that usually triggers an avalanche of consumerism and to find Pink Sheets. I (thankfully) never tallied what I spent during my pregnancy, I just know that becoming a mum, while filling my heart, has drained my […]
Generosity is an interesting beast so WHY SO STINGY. As a charity CEO, I have seen it expressed in many different ways. The best kind of generosity comes with warmth and good old NSA – no strings attached. This kind of generosity is glorious to witness and is the backbone of charity work all over […]
In other words, workers burned out by the “hustle culture” so recently prevalent have decided to either quit their jobs — or perhaps even more damaging to businesses — disengage themselves from where they are working. In a brilliant article in a recent edition of the Wall St. Journal, Lindsay Ellis and Angela Yang reveal that what we’ve […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
