You’ve got it. Now what will you do with it? You know, that jittering jumble of Big Data piled high in your secret vaults. Far too many of you brand marketers are stymied when it comes to spinning this raw material into something useful. It is the rare bird who manages to transform the big loads of Big Data into keen insights, and finally productive action.
Interestingly enough, those in the consumer camp may well be holding the missing puzzle piece. And it’s there for the taking. Credit the natural generosity of customers. As is well-known, consumers are not shy about sharing data. Research reveals that 80% of the breed willingly and even joyously collect, track, and supply their personal data to brands. And what do they humbly ask in return? More … more savings, more convenience, and more customized attention. Is that too much to ask?
Brand marketers must follow suit. Do as the consumers do — share and share alike. In this case, teams should share the loads of Big Data spilling into their offices. Share it far and wide with all the other teams. That puts everyone in the marketing department on the same page. And together you can stitch the reams into a consistent, personalized approach that inspires customers to exclaim, “you’re singing my song!” What’s great is that you’ll be able to sing their song at every stage of the customer journey – in store, online, or on the phone. A consistent, personalized message that addresses the previously-mentioned consumer needs …That’s the customer experience that wins customers. And all it takes is a little sharing.
If you have any questions or comments about utilizing big data to build your brand, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.