As channel mix proliferates and privacy regulations increase, the case for evolving your data strategy keeps getting stronger.
To stand out in a crowded market and keep customers coming back, brands need a future-proof data strategy that can evolve with customers — we've gathered a range of opinions that highlight the importance of a robust data foundation and flexible data architecture that grows with you.
Reliable customer data allows marketers to cut through the noise and pinpoint where they should spend resources, money, and time to drive business growth. But problems arise when there's a data gap — with no information to guide them, marketers fall into a black hole of ineffective campaigns and wasted dollars. Accenture pinpoints the three key elements that allow marketers to thrive, including shifting mindsets, getting C-suite leaders on board, and adopting a technology platform that provides an omnichannel view of customers. Editor’s note: The author cites Salesforce as an example, but there are many platforms to choose from. We’re partial to Amperity ;)
The demise of third-party cookies is delayed, but that doesn't mean brands can sit back and breathe a sigh of relief. Instead, they should see this extra time as a gift and use it to buckle down and get their data strategy in order. This article from MarTech Series builds a clear case for why companies need to focus on creating a solid first-party data foundation.
A successful data strategy is flexible enough to swiftly adapt to new updates or challenges and can fit multiple use cases. But building a robust strategy doesn't happen overnight — it requires businesses to take a deep look into their goals, how they can achieve them, and whether they have the tech to support them. Forbes lays out what a high-level framework looks like and highlights the importance of using first-party data, which makes it easier to meet privacy regulations.
Businesses have to manage customer data from increasingly varied channels, like email, in-store, SMS, clickstream, and more. At the same time, the need to get value from customer data and access powerful insights is at an all-time high. Technology Review writes about the importance of having the right tech infrastructure to support and manage the deluge of data. (Might we humbly suggest that Amperity is great at this).
Are you eager to power up your use of customer data? Get in touch.