Marketing and the digital customer experience: from data, to insight, to action
Exploring possibilities in a brave new world of connected customers and big data analytics is a modern marketing imperative. But where do you start?
Customers and prospects are out there, on digital channels and social media, enquiring about you or looking to buy products and services that you provide. They are generating a diverse collection of structured and unstructured data, such as location, sentiment and image data, and this should all feed into your big data stack. They are connected, and always-on.
Sometimes, the value of big data to your business is in asking it the right ‘small questions’ in context with what your individual customers are doing now, so you can start to orchestrate a customer journey that delivers real value for both the brand and the customer.
In short: do you know how to move from marketing data, to insight, to action? Read on…
