Making sense of your customer insights
For all that marketing technologies and tools have evolved over the past two decades, a stubborn marketing problem remains – raising a question that should by now be well past its sell-by date.
‘How can we get the most out of our data?’
When it comes to customer data, we're drowning in it. Yet consolidating these many millions of numbers in thousands of columns and rows into taking strategic, meaningful action with confidence can often feel impossible. When you consider 70% of marketers rely on their data for decision-making, that can mean trouble.
Our mission is to shine a spotlight on the marketers doing brilliant things with first-party customer data. By the end of our Q1 campaign, you'll have a potent playbook for making your customer data work effectively.
If you’re nodding along in agreement, you’re not alone. In a recent Salesforce survey, 56% of respondents cited data mismanagement as the number one barrier preventing marketing growth.
In more qualitative evidence, earlier this month Marketing Week published this article on the importance of first-party data in 2022. It quoted Guillaume Bacuvier, CEO of Kantar Worldpanel and former CEO of Tesco Clubcard collaborator Dunnhumby.
“I’ve been witness to this question coming around all the time,” said Bacuvier, “how much more can I do with my data?”
Getting to grips with answering the question is a challenge we marketers need to start answering if we’re to demonstrate our entire value to our organisations.
A lack of reliable insights, measurements and reporting is already hurting marketing’s reputation periodically. The absence of strategic innovation with the use of our customer data will damage our standing and reduce our influence in the long-term.
Even if you are one of those rare businesses that feels abreast of your data, you’ll still be acutely aware of shifting tectonic plates beneath you. Last year we saw Apple’s iOS 14.5 update; 2022 will see Google fulfil its vow to cull third-party cookies. It won’t be long before brands rely almost entirely on zero- and first-party data.
While such changes are arguably for the greater good – championing the consumer and forcing marketers to earn their details – they make it tough to consolidate, analyse and act on all the data floating across your organisation. And if you can’t do that, how can you feel confident you’re making the right decisions?
Time has run out. Now we must face the challenge head-on and answer the question.
Over the coming months, we’ll be on a mission to shine a spotlight on the marketers across every sector doing brilliant, clever and inventive things with their first-party customer data.
From looking at how brands like yours are making huge gains through smart applications of the data they already own; to the marketing achievements being made through a blend of data science, psychology and creative thinking. We’ll be looking for the brightest examples of companies taking control of their data to deliver unrivalled customer experiences.
If we do it right, then instead of feeling overwhelmed by all the data floating around your organisation, you’ll have a potent playbook for harnessing the data and making it work effectively. For you, for your organisation and, most importantly, for your customers.
To whet your appetite, we’ve included a couple of examples of brands leveraging their data in creative ways to drive impressive results. Turn the page to discover more on that.
Visit our next chapter to learn:
“I’ve been witness to this question coming around all the time. How much more can I do with my data?”