Leverage Big Data
Leverage Big Data – Even with resources, new technology and analytics available today, most companies still don’t know how to use big data. When was the last time you got a piece of spam in your mailbox or email inbox? Customers get tailored and personalized experiences from companies like Spotify, Netflix and Amazon and the rest of the world’s businesses haven’t caught up. These are companies that are using big data effectively. That results in an irresistible customer experience. On the contrary if you’re like most people, getting spam in your email, in your mailbox, on your social media channels, on your phone and even your tv is a daily occurrence. As marketers we need to do a better job of not collecting data simply to send customers messages they don’t want or need. Customers crave personalization, and now that they are getting it from Spotify, Netflix and Amazon, they expect it from you too.
The three things marketers need to do a better job of when it comes to big data include:
-
Collect Only The Need-To-Have Data – Use It To Provide Truly Personalized Customer Experiences
-
Make Marketing Invaluable To The Entire Company By Listening
-
Focus On Big Data Education Across The Company
Recently Econsultancy conducted research discussion round-tables with dozens of marketers in Hong Kong. What they found is that it’s key for marketing to be the leader inside the company on big data.
1. Collect Only The Need-To-Have Data – Use It To Provide Truly Personalized Customer Experiences
We are still not simply collecting the “need-to-have-data.” We are collecting mass data only to send email blasts and over-advertise customers things they don’t need. We continue to tell consumers what we want to tell them whether it’s relevant for the individual consumer or not.
GDPR regulation has made many brands nervous about customer data, but even in today’s environment we need to be in the business of collecting data in order to provide more relevant and personalized customer experiences. We must be diligent in ensuring every customer experience is relevant, and maintains and respects the customer’s level of comfort in engaging with us.
2. Make Marketing Invaluable To The Entire Company By Listening
Marketing needs to do a better job of listening to the needs of management and groups outside of marketing. If marketing is to be impactful with big data, then marketing can benefit from playing a more active role in relationship building with groups like customer service, sales, even human resources. Today’s organization is like a big organism where everything is connected. Marketing can no longer afford to try and build relationships with customers in a silo.
The post Marketing Needs To Do These Three Things To Better Leverage Big Data appeared first on Statii News.
source http://news.statii.co.uk/marketing-needs-to-do-these-three-things-to-better-leverage-big-data/
No comments:
Post a Comment