13 April, 2017
Why Data Is The Key To Long-Term Customer Relationships
Data fuels every marketing initiative. Strategists meticulously track each click, share, and like across all digital collateral to better understand campaign performance and make tweaks to enhance overall ROI. Marketers know that data is a necessity to propel day-to-day projects, but many view data in a shortsighted sense. It’s far too easy to get lost in the weeds of data, thinking strictly about which ads are driving clicks and how much time visitors are spending on the home page. But what about the big picture?
Since the term big data entered the marketing ether several years ago, it has been a focal point among CMOs. Marketing leaders know they have copious amounts of data at their disposal, but some still aren’t taking full advantage of the benefits this data offers. In fact, it’s easy to get overwhelmed by the sheer volume of data available across today’s digital landscape. Big data means nothing if it’s not put into action. It’s up to marketing leaders and CMOs to set the direction for big data usage. CMOs must be willing to look at data through a human lens – to analyze the numbers in relation to the overall customer experience. Here are the ways today’s CMOs can use big data to fuel growth and forge deeper connections with customers.