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.

gain better insights into when our guests are visit-ing and which products they are purchasing,” says Scott Hudler, vice president of global consumer en-gagement at Dunkin’ Brands. “We have built a system where we can deliver targeted one-to-one offers to our DD Perks loyalty program members in an effort to

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