{"id":85,"date":"2016-10-05T22:31:27","date_gmt":"2016-10-05T22:31:27","guid":{"rendered":"http:\/\/marketopsconsulting.com\/dir\/?p=85"},"modified":"2016-10-14T12:34:53","modified_gmt":"2016-10-14T12:34:53","slug":"the-shift-the-customer-data-we-need-to-win","status":"publish","type":"post","link":"http:\/\/marketopsconsulting.com\/dir\/2016\/10\/05\/the-shift-the-customer-data-we-need-to-win\/","title":{"rendered":"THE SHIFT: The Customer Data We Need to Win"},"content":{"rendered":"

\"customer-data\"<\/p>\n

As a marketing professional, I believe the most critical part of my role is to bring the customer into the heart of the organization.<\/strong><\/p>\n

Not to build a brand. Not to research and segment a market. Not to create collateral, campaigns, or events.\u00a0 Not to support sales drives.\u00a0 All those activities are important \u2013 but they\u2019re means to the end of understanding, responding to, and anticipating the customer\u2019s need and wants.\u00a0 The customer is the business\u2019s key asset, and we marketers are accountable for it.<\/p>\n

Lately, my friend and colleague Brian Miske<\/a> has been writing about \u201cTHE SHIFT<\/a>\u201d<\/strong>\u00a0 — the idea that evolving technology is constantly raising the bar of customer expectations.<\/p>\n

Brian\u2019s \u201cshift\u201d challenges marketers to raise their own bar \u2013 to understand more deeply, to be more agile, responsive and forward thinking in everything they do with and for the customer.<\/p>\n

At the heart of this challenge is customer data in all its forms. The ability to interpret and create insights from customer data is fundamental to our future success as marketing professionals. The businesses we work for expect and demand this competency.<\/p>\n

Personally, I\u2019ve found customer data to be a bewildering subject. There\u2019s so much information available, from so many sources, in so many formats, that extracting useful insights becomes a major challenge. All too often, in the interest of speed and simplicity I\u2019ll make a decision based on a limited number of data points.<\/p>\n

So in an effort to keep myself honest, I\u2019ve developed this infographic:.<\/p>\n

\"customer-centric-data-model\"<\/p>\n

It presents a very simplified view of the universe of customer-centric data. The four quadrants — Demographic<\/strong>, Behavioural<\/strong>, Transactional<\/strong>, and Financial<\/strong> \u2013 serve to remind me of the data points that I need to examine when I\u2019m fulfilling my customer-centred role.<\/p>\n

In many cases we don\u2019t have access to the right data from all four quadrants. Maybe our systems don\u2019t collect it, or don\u2019t talk to each other easily yet. Maybe we don\u2019t have the budget to acquire the right information.<\/p>\n

Nonetheless, it\u2019s our job to bring customer data \u2013 however imperfect and incomplete \u2013 to our decisions. We need to look at the interactions between the four data quadrants and build customer insights and segments using them. Where the right customer data is not available, it\u2019s our job to help influence a business case for investment.<\/p>\n

It\u2019s axiomatic: if \u201cThe Shift\u201d brings customer to the centre of the business, success will come to those who can understand and apply customer data to their decisions.<\/p>\n","protected":false},"excerpt":{"rendered":"

As a marketing professional, I believe the most critical part of my role is to bring the customer into the heart of the organization. Not to build a brand. Not to research and segment a market. Not to create collateral, campaigns, or events.\u00a0 Not to support sales drives.\u00a0 All those activities are important \u2013 but […]<\/p>\n","protected":false},"author":1,"featured_media":75,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-85","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/posts\/85","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/comments?post=85"}],"version-history":[{"count":2,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/posts\/85\/revisions"}],"predecessor-version":[{"id":200,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/posts\/85\/revisions\/200"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/media\/75"}],"wp:attachment":[{"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/media?parent=85"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/categories?post=85"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/marketopsconsulting.com\/dir\/wp-json\/wp\/v2\/tags?post=85"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}