40 Percent of Marketers Will Use Data to Enhance Customer Experience by 2018

September 30th, 2016

Stat of the Month

You will have to pardon my rather boring, straightforward title for this post. I say that because it wasn’t all that long ago that I penned “A B2B Marketer and a Data Management Platform Walk Into a Bar.” So forgive my humdrum, get-right-to-the-point title, but I felt it best to go this route after reading the findings of a recent Forbes report entitled Data Elevates the Customer Experience.

The title of the Forbes paper makes perfect sense, seeing how the entire free world, seemingly, is putting a very high importance on delivering the most optimal customer experience (CX). Mix in the fact that there’s a whole of data going around, and it seems only natural that the aforementioned 40 percent will only increase over time.

Just How Big Is Big Data?

You may think you know just how big Big Data really is. But then again, maybe you don’t. Maybe you don’t realize just how much data is being generated every single day. You know it’s a lot, but you’re not quite sure just how much is “a lot.” Well, how does 2.5 quintillion bytes per day sound? That would be 2,500,000,000,000,000,000 in raw numbers.

Pretty staggering, isn’t it?

As to some specifics as to what makes up all that data, consider every minute of every day:

  • 347,222 Tweets are sent out
  • 4.2 million Facebook posts are Liked
  • 1.7 million Instagram photos are Liked
  • 1 million Vine videos are played
  • 51,000 Apple users download an app

It does not take a data scientist to realize that’s a whole lot of data going on every minute of every day around the world.

Give Them What They Want

I strongly believe that we humans have a tendency to over-complicate pretty much everything, and I think marketers take it to a whole new level. Customers of today know what they want. They have high expectations for a consistent, meaningful, personalized experience. So give it to them!

But not so fast there, Sparky. In most companies, the technologies, data systems, and people who are responsible for delivering that experience are not integrated, resulting in a disjointed, lackluster customer experience. Marketers need technology solutions that will unify data and integrate with other CX applications, allowing them to finally deliver on the promise of a consistent and personalized customer experience.

To deliver better customer experiences—and drive more effective marketing—marketers need to adopt and fully leverage a data management platform (DMP). Outcomes include more personalized customer experiences, better marketing results, and an improved ROI.

The bottom line is this: Truly knowing your customers (their preferences, buying patterns, purchase history, key demographics, etc.) is at the core of providing a meaningful customer experience.

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