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.
New research dispels the executive presence myth that Executives Have Less Presence Than You Think; 3 things you should do instead of focusing on executives presence to advance your career. Authenticity has exploded into the workplace in an unexpected but powerful way that practically everyone with a cubicle hopes is here to stay. […]
In business, I have learnt the incredible value of Lessons in building business dashboards that eliminate unnecessary data (ruthlessly) and focus only on imperative and useful stats that help you make informed decisions quickly. In my average week, I refer to two central dashboards. One the shows the health of my business and the other […]
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 […]
How many times have you written off an entire company based on your interactions with ONE employee? Don’t make the choice Xfinity made… A few weeks ago I got a call out of the blue that left me so shocked I have to share the story. Let’s get into it… We’ve all been […]
Have you heard about the mildly seductive and The Unbearable Pain of Pleasure extremely elusive ‘I’ll be happy’ game? I used to play it all the time. “I’ll be happy when I lose 10 kilograms.”, “I’ll be happy when I find a lifetime partner.”, “I’ll be happy when the millions come rolling in.” There’s an […]
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 […]
I once saw a cartoon meme that really caught my attention. A Father was chatting to his son. He was explaining the difference between being interested in success at school versus being committed to success at school. So Are You a Chicken, or a Pig? “Take your breakfast as an example, my boy,” the Father […]
My mind jumped from one random thought to the next, my heart raced, and my mouth went dry, Using Are Eustressed to fuel performance. Radio calls were being made, but I wasn’t processing what was being said. I was behind the aircraft. I was experiencing a helmet fire. In reality, I was sitting securely in […]
Our Mission
© All rights reserved 2025. Created using VOXEL THEME
