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.
Where do you get your most innovative ideas to boost innovation? How do you increase the rate of creativity in your organization? As a creator, entrepreneur, or founder these are probably the most important questions you can ask. So, where do you start? You’ve probably heard the phrase “think outside the box” a thousand times. […]
Defining great brand values: Five practical pointers A surprising number of brands have values that are about as useful as a chocolate fireguard. Seriously. They do. Unfortunately, this only becomes apparent when brands try to bring their values to life via the experiences they want to build. Things grind to a halt because their brand […]
When I started in sales and Social Selling, I had to visit 8 clients physically, every single day. No jokes! In our wildest dreams we could not have imagined a tool like email, never mind social media and Building Relationships Online. Social media has created so many incredible opportunities for us, and it is about […]
“Technology is exponential but humans are not and can do great things, but it does not WANT to do great things – it does not want anything” says Apple’s CEO Tim Cook (a quote I have often used in my talks). Technology is a tool not a purpose – see my ‘carpenter and the hammer example’ (video). “Both […]
Howard Saunders, a leading retail keynote speaker was wrong. FORGET COVID. THIS IS THE KILLER VIRUS. I thought that the crescendo of hysteria that’s been festering like a planet sized boil in the wake of Trump and Brexit would dissipate once a serious crisis came along. It’s like we’d been massaging a giant zit with […]
I realised everything you do is marketing after I recently stayed at a five-star hotel and found a major marketing problem lurking in the wardrobe in my room. Upon check-in I was welcomed enthusiastically, and my membership status recognised with a room upgrade. I was even presented with a welcome gift to thank me […]
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 […]
Be prepared for Remote Selling – How to Become A Technical Set Up Boss As any Boy Scout (or Girl Guide for that matter) knows, you should always be prepared – in fact that is the global motto for the Boy Scouts and one that I feel should be adopted by all business professionals as […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
