The Future of Marketing Insights 2018
Business goals are everything! Without them you are unable to understand your effectiveness, gain insight, or improve anything. Many brands have business goals, however many of them are short on using metrics to back them up.
Customer-obsessed companies that make insights-driven decisions elevate their understanding of customer interactions that drive the business. CMO’s must continue innovate to keep up with changing customer behaviors.
Marketing leaders must figure out how to blend customer, marketing and business insights to drive deeper engagement with their customers. Agency partners must be held accountable, measured to the outcomes held by CMO’s. The business must take a long term view and be able to stay the course even when the data is are harder to quantify.
Three Trends Changing Marketing Insights
Data is becoming more pervasive. Marketers need to own customer data and be responsible for generating insights to make customer facing decisions! What does that mean? Drive deeper alignment and engagement by collecting the data and creating an emotional connection.
Insights are advancing. Insights must innovate beyond the typical demographic and behavior-based backward looking analysis and embrace, new deep learning approaches to uncover customer sentiment insights. What does that mean? Prescriptive analytics to apply the best marketing actions according to customer desires!
Organizations are more agile. Innovation in insights requires organizations to calibrate mindsets, talent and cultures to support their customer-obsessed strategies. What does that mean? Empower your team to make quick decisions and acknowledge them for their efforts!
Remember, customers expect more from brands. Stretch to create an emotional connection with your customers that goes beyond easily mimicked features and benefits. A resonant brand will secure referral to friends and family, be the preferred over other brands and guess what? You will have the ability to command a premium price! Business goals are everything but making money keeps you in your job!