Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

A Better Aim at Your Target; How Leading Marketers Use Data to Drive Customer-First Strategies

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

A Better Aim at Your Target; How Leading Marketers Use Data to Drive Customer-First Strategies

Article excerpt

BELIEVE it or not, five years ago the "customer journey" didn't even register among marketers' top priorities.

Data changed it all

Today's leading marketers identify customer intent at all touch points along the journey. There are powerful signals to consider -- search intent, videos viewed, content read across the web and more. This creates an exciting opportunity for marketers to assist customers and offers insight when trying to engage a target audience.

In a research partnership with Econsultancy, the team at Google asked leading marketers -- defined for this study as those that significantly exceeded their top 2016 business goals -- how they use data to put the customer first.

Google's findings determined they:

Invest in improving the quality and/or volume of the first-party data they capture

Devote resources to machine learning and other capabilities to predict customer needs

Provide assistive experiences along the customer journey.

Data rules

Successful businesses invest in technology that allows them to understand and act on customer data quickly. In fact, leading marketers are 72% more likely than the mainstream to strongly agree they're investing in improving the quality and/or volume of the first-party data they capture.

You can't deliver a compelling experience for users if you don't have a holistic view of your relationship with them.

As a first step, stand-out marketers have started to connect first-party data across their websites, systems, channels and teams so that everyone speaks the same language and has the best view of customer needs. Then, and more importantly, they're determining how to best structure teams to work together and plan around the customer.

Insight, engagement

In today's competitive media landscape, it's critical to have insight into what matters to people before you even engage with them.

That type of insight starts with your first-party data but extends to how you use that data to find more customers like yours. …

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