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.
What Makes Good Art? What makes art good? What makes work and business inherently good? To do good work, and create good work is something that we all want to do, right? We also want to be told that we have done something good, created something that people like and want. We want to know […]
“Consider how hard it is to change yourself, and you’ll understand what little chance you have in trying to build your teams” – Unknown. Being a leader means you need to accept responsibility. Not only for the team but for yourself too. I have attempted to be an authentic leader, allowing my team to see […]
Leadership Hack: How Sticky Notes Can Help Your Career Sticky notes have been my savior. And I don’t mean in a “don’t forget the milk” kind of way. True, sticky notes are great for grocery lists, but what I’m talking about here is how a few small squares helped me become a better leader, and […]
A former 9-figure corporate CEO gives you 10 powerful questions to help you seal the deal in your next interview. Just like dressing professionally, showing up on time, and wielding a firm handshake, asking the right questions can make or break the outcome of a long-awaited interview for a super-coveted position. Asking no questions at […]
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 […]
Practice These Resilient Skills to becoming a Resilient Leader When my friend Petra was diagnosed with cancer, not once, but twice, life gave her no choice but to be strong. When she went into remission for the second time, she decided she was going to wake people up to the precious gift of time. Through […]
‘Quick! The business is dying! Find me the humblest possible consultant to solve the problem!’ as Experts don’t disqualify themselves. Author Allen Weiss makes this tongue-in-cheek point in his book, ‘Million Dollar Maverick.’ And it’s a good one. As we strive to position ourselves as top-level experts in our industry, a demure and deferring persona […]
I’m not going to pretend that this is easy stuff for Second Best, especially given all the uncertainty in the world. Over the course of the last three weeks, as corporate America has made the transition from meetings in conference rooms and common spaces to Zoom calls and other online sessions, I’m struck by the […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
