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 […]
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 […]
Over the last four weeks, I’ve elaborated on what I call the Closing the Loop with Cycle of Listening. This consists of: Step 1: Recognizing the Unsaid – Unspoken things in your culture’s organization to recognize that your people aren’t telling their entire truth. Step 2: Seeking to Understand – Leaning in to understand someone’s perspective and […]
Four Reasons Why Employees Manage their Personal Brands daily? It’s simple, really. They get the concept that every time someone has contact with you at work, outside of work, or on social media, one of two things happen: your Personal Brand is either strengthened or weakened by what you say or don’t say, and by […]
Let’s imagine for a moment that you are a gardener. Do any of the actions below seem like a good idea and Why Being Too Helpful Is A Bad Habit For Leaders? Planting a seed and then digging it back up from time to time to check its progress Forcing open a flower bud […]
You don’t just suddenly wake up one day, and digitally transform To Make AI Work. You don’t suddenly wake up with the know-how, where you solve your problems with artificial intelligence. It’s a journey that you have to progress through! Video Transcript Brett St Clair Welcome to teraflow.ai. And I’m really excited about the question, […]
A lack to Build Your Resilience is a massive factor that holds you back from achieving the success you desire. Think of the last time you gave up on a diet, a fitness regime, or a really important prospecting plan in your business. Unfortunately, when you don’t see immediate results, or when the going gets […]
Here are six ways to create psychological safety to re-engage and reassure today’s anxious, disengaged and lonely workforce. Teams can be lonely places. People can feel vulnerable and exposed if they believe their teammates don’t support their ideas or appreciate their work. These interpersonal struggles intensify for remote workers who lack the support of a nodding […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
