DATA DRIVEN AND CUSTOMER CENTRIC - Forbes

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DATA DRIVEN AND CUSTOMER CENTRIC :IN ASSOCIATION WITH:MARKETERS TURNING INSIGHTS INTO IMPACTCONTENTSForeword ........................................ ........................................ ....3Current State: Where brands stand on data and where they re heading ........................4Impact: Data as a catalyst for the modern-day marketing organization ........................5Strategies: Transforming chaos into clarity ........................................ ............8Future: Where do we go from here? ........................................ .................13Recommendations ........................................ ..................................15Meth odology ........................................ .......................................1 6Acknowledgments ........................................ ..................................16Bran ds need to learn how to initiate meaningful conversations with consumers tailored com-munication that caters to unique interests and behaviors.

As data-centric tools become more sophisticated and brands become more appreciative of data’s value, a number of key changes are taking place. For years, the initial promise of data-driven marketing was to drive higher levels of customer engagement and achieve market growth. While those objectives are still impor-

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