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.
Power posing for success is a simple strategy that you can use to reduce anxiety, improve your ability to deal with stress, and boost your confidence. Besides, it takes less than two minutes and produces immediate results. Adopting a Wonder Woman’s pose might change your results or even your short and long-term success. Power Posing […]
How do you motivate yourselves and others in a brand new year when you are out of oomph. Many business leaders are entering 2021 feeling rather hesitant, concerned and uncertain. 2020 was challenging in many ways and I believe that many business owners and managers had the fight of their lives to keep their businesses […]
The invaluable lesson ‘Exposure’ was one of the significant events that rolled into town with the covid circus. The carpet was pulled back to expose things like pre-existing leadership ineptitude, business weaknesses and relationship flaws. Unhappy employees became unhappier. Unhappy couples separated. Unhappy clients cut ties. The character of political leadership was revealed. Two areas […]
It’s a great time to have Rules For New Entrepreneurs —in the last decade, technology has leveled the playing field and propelled an entrepreneurial revolution. As an entrepreneur, you now have more access to information that enables you to make intelligent choices quickly. You have an advantage over big businesses in that you’re lighter, more […]
From childhood through college I found Good Storytellers, I studied music as a classically trained pianist. I took lessons from masterful teachers, practiced every week, played in recitals, and did everything a good piano student does. You could put almost any sheet music in front of me, and I could play it. There was […]
To risk or not to Risk – could I cope with 12 pairs of gloves? The quandary: There’s a question on many female’s hearts and minds this week as the 29th looms ahead about whether to really pop THE question. It might also be on everyone’s hearts and minds wondering if they might be the […]
We’re 60 days out from a new year and a new year and 10 things to do in the next 30 days ensure 2023 is your most EPIC year yet. I don’t know about you but I plan on making 2023 a year of EPIC achievement, EPIC health and EPIC experiences. Having an EPIC […]
Be a Force for Good in the wake of some of the recent events in the world and in light of so much of what we’ve all been through the past few years, I’ve been finding it challenging to focus on the good stuff and Be a Force for Good, even though this is at […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
