posted by Stephen Mello
Data. Data is the center of so much going on in our business operations these days. So much potential and benefit; yet do we see marketers truly harnessing the power of data to impact customer experience? What is going to shape marketing over the next few years? And what should marketers be doing now to leverage data?
In my work at Localytics, I interact with marketers every day who are grappling with these questions. I’ve seen the idea of personalization move from new-concept to nice-to-do to the imperative it is today. Customers expect it, but they also are growing weary of unwanted engagement—at times it’s too much, sometimes not in line with their interests or needs, an unideal time, or on a channel they utilize less. How we “read” each customer to determine the best and most helpful way to interact with them is one of the big questions we must solve—and one we can only solve with data and AI/ML.
Here’s what I see on the horizon and what marketers can do now to embrace the opportunities:
Data is changing how marketing works and how customers experience marketing from brands. Data makes things much simpler and at the same time, all the more complex. It’s imperative for brands to start where you are and progress sustainably, but surely. Invest in artificial intelligence to leverage the insurmountable data your brand likely has at its fingertips. Use it to engage right, instead of more or less. And finally, understand that data is complex and your brand has to start somewhere and progress—Rome wasn’t built in a day. By working to solve data’s complexity, your brand will experience incredible reward—easier decision making, automated processes, and most importantly, greater returns.
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