Being a “data-driven” marketer is no longer a moniker for a small subset of the marketing population. When questioned about the single most exciting opportunity’ of 2019, the majority of marketers cited ‘data-driven marketing which focuses on the individual’ as their top pick. As martech advances, marketers slip into data-science-esque rolls — no technical skills needed. In 2019 and beyond we can expect the lines between data-driven and “old-school” marketers to become increasingly blurred.
Here are our top 3 reasons for this shift, and why this is fantastic news for marketing as a whole.
Increased opportunity to access customer data
Increased synergy among teams in the past years has led to a renaissance of customer data application. More teams are taking a more flexible approach to data ownership. This eliminates the constant back and forth to pull data for segmentation, personalization, etc. New technology has enabled marketers without a technical background to gain valuable insights from their data through AI and machine learning. Artificial Intelligence isn’t here to take your job, it’s here to make you a data-science whiz.
Executive eagerness to utilize data
Though marketers are making more use of more data than ever before, 87% of marketers still consider it their most underutilized asset. And their higher ups agree. 49% of marketers feel “significant pressure” to increase data’s role in their current strategy. So, aligning department goals around data-powered marketing will not only see great returns, your KPIs will align with high-level executive goals as well.
Customers are demanding it
Earlier this year, 63% of consumers reported that they expect 1:1 personalization as a service standard. Poorly executed personalization isn’t going to cut it either. Marketers need to utilize the fullness of their data and gather insights to drive well orchestrated, authentic personalization across all channels that drives loyalty and revenue.
The Customer Data Activation Platform was designed ground up to do just that. This first of its kind system bridges the gap between Customer Data Infrastructures and execution channels, by including predictive intelligence and cross-channel decisioning. Raw data is managed and configured into profiles, and it’s given meaning that you can act upon.