Transcription of DATA DRIVEN AND CUSTOMER CENTRIC - Forbes
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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?
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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