DATA DRIVEN AND CUSTOMER CENTRIC - Forbes

DATA DRIVEN AND CUSTOMER CENTRIC :IN ASSOCIATION WITH:MARKETERS TURNING insights into IMPACTCONTENTSF oreword ..3 Current State: Where brands stand on data and where they re heading ..4 Impact: Data as a catalyst for the modern-day marketing organization ..5 Strategies: Transforming chaos into clarity ..8 Future: Where do we go from here? ..13 Recommendations ..15 Methodology ..16 Acknowledgments ..16 Brands need to learn how to initiate meaningful conversations with consumers tailored com-munication that caters to unique interests and behaviors. With an increasing number of brands realizing the relevance of data- DRIVEN marketing, new tools and skills are becoming a necessity to deliver brand consistency and results. But questions remain: Now that marketers are supported by data, how are they getting better at building CUSTOMER loyalty and driving sales? Do data- DRIVEN marketers have an advantage over traditional ones?

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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