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.
When you think of Kauai, you think of delicious island-style food and freshly-pressed juice combinations – all the taste without anything that sticks to your hips or taxes your health and Your best life!. Well, now you can take some of it home! Put together these delectable dishes in your own kitchen with Your Best […]
As a seasoned frontline journalist and broadcaster, Mandy Wiener has a unique perspective on current affairs and A Country Worth Fighting For on how history unfolds in South Africa. Mandy has had a front row seat to the nine wasted years, the anatomy of the state capture project, the evisceration of state owned entities […]
Over the last year as You Want to Be an Authentic Leader, you’ve worn countless sweatshirts on Zoom calls, taken meetings while walking, and even brought Fido, your adorable Shih Tzu, into a few calls. Well done. However, and I hate to break it to you, that doesn’t necessarily make you an “authentic leader”. The […]
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 […]
The world much better. The world is awful. The world can be much better. All three statements are true. — Read on ourworldindata.org/much-better-awful-can-be-better “It is wrong to think that these three statements contradict each other. We need to see that they are all true to see that a better world is possible. by Max Roser […]
In a recent CIO article (Great IT Leaders Must Have This Trait) talking about the traits of Successful Women in the technology world, it mentions the importance of being a connector. When you think about it, it doesn’t matter what your industry; being a connector has value in all walks of life. A friend of […]
One top tip you need to maintaining a high level of engagement among all parties in any meeting is a challenge. But, doing it in a video-led environment makes the real-world challenge look like child’s play so Learn the one top tip. If you have spent any time on video calls up to now, you […]
28 DECEMBER 2021 ~ ST ANDREWS BAY, STROMNESS AND LEITH STATIONS by Rob Caskie “South Georgia is for those who grew up dreaming of a Garden of Eden, where you walk unharmed among abundant and fearless wildlife in a beautiful wilderness – an oasis of serenity in a world increasingly out of step with Nature.” […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
