Marketers today have easy access to capabilities, from social media, to big data, to cloud computing that their predecessors could but dream about just a few years ago. As a result, they can customize their message to each, individual customer and deliver it even more powerfully. But is it really so simple? Ten times the capability has not translated into ten times the brand recognition, customer satisfaction, or sales. To complicate matters, consumers are already in “information overload,” and the line between “this is the coolest offer ever” to “this is just plain creepy” is thin indeed.
In this Harvard Business Review webinar, Tom Redman takes a fresh look at data-driven marketing. Redman explores the roles and potential of integrated processes and individualized insights in better engaging customers. He proposes a tough standard for what it means to be data-driven and asks attendees to take a hard look in the mirror. He also applies that standard to all aspects of customer engagement. Along the way, Redman delves into the important implications—for example you simply cannot hope to be data-driven when organizational silos prevent you from establishing a 360° view of the customer.