How Marketers Can Unlock
Insights to Transform the
Customer Experience
Connecting
the Customer
Data Dots

Connecting the Dots
It’s certainly no secret that consumers are increasingly demanding better, faster
and more personalized buying experiences. And modern marketers know the key
to delivering on those expectations is in the data.
Unfortunately, much of that data is likely in fragmented systems throughout
an organization as marketers struggle to align the people, processes and
technologies needed to gain actionable insights.
Well, marketers it’s time to leverage data like never before and use it responsibly
to craft a more holistic picture of your customers and their journey.
In this piece, both marketing and customer experience thought leaders share
their top insights and tips for doing just that to drive marketing effectiveness and
create a great customer experience.
If you’re ready to unlock marketing insights and improve the customer
experience, take the first step by digging into these expert tips.

Shep
Hyken
Sameer
Khan
Ronald
van Loon
Tamara
McCleary
Chris
Penn
Bob
Egan
The Experts

Chief Amazement Officer - Shepard Presentations, LLC
Customers like a personalized experience. They like getting appropriate and
relevant content, and at the right time. The way a marketer can deliver that
experience is by using the customer’s data. Some of that is based on the
customer’s buying and browsing history. Some is based on information the
customer provides. When customers share information with you and let you
into their lives, they are, in effect, giving you permission to do so. The key is to
not abuse the privilege of having that data. The moment you cross that line,
you risk the customer deleting that email (or whatever channel you are using
to market to the customer), or worse, deleting you permanently.
Give Your Customers What They Crave: Personalization
Shep Hyken

Director of Global Analytics,
Marketing Technology & Operations - Alert Logic
Companies today need a robust data strategy that encompasses data
storage, processing, agility, security and user details. Every major step of data
management must have clearly defined objectives and ownership. Internal
or external data sharing must have pre-defined SLAs and alerts needs to be
in place for SLA breaches followed by quick remediation and communication.
Companies must consider building data lakes besides the data warehouse to
give users and technology the flexibility to manage data.
Data security and privacy will continue to be one of the biggest challenges.
Customers are becoming smarter and are more active in voicing their privacy
and security concerns. Companies need to get their act together and “drink
data” responsibly.
Develop a Robust & Responsible Data Strategy
Sameer Khan

Director - Adversitement
2018 is shaping up to be an influential year for IoT technologies, particularly
in how businesses handle the customer experience. Industries that are really
demonstrating behavioral transformation due to IoT’s impact are Smart
Home technology, Connected Cars, Smart City Applications, and Industrial IoT.
Sensors are providing real business value for these industries, and enabling
them to leverage data generated in real-time to accelerate innovation.
In the coming few years, IoT will be further transformed by Deep Learning,
which has a significant amount of untapped potential for analyzation of large
quantities of IoT data, transforming it into relevant actions and improving
A.I. algorithm accuracy by 98-99%. Through IoT, informing and deploying
actionable customer experience solutions is more attainable than ever.
Embrace IoT as a Way to Inform, Deploy & Improve the Customer Experience
Ronald van Loon

CEO - Thulium.co
Ask the right questions of the data! It’s simple, it IS the one thing, and yet it’s
missed. Too many marketers expect the data to magically reveal insights, and
guess what? Data doesn’t work that way.
Identifying actionable sources of customer insights ARE the reasons marketers
would want to allocate a portion of their spend on the right marketing
technology, a martech consultant to make sure the right marketing technology
is deployed, and that all the “packages” are fully integrated to optimize spend
whilst offering actionable insights that will ultimately drive growth.
Unfortunately these highly salivated-for “actionable insights” are often left
undelivered or there’s a malignant disconnect between insights and execution.
Uncover Actionable Insights By Asking Your Data the Right Questions
Tamara McCleary

Ultimately, it’s marketing’s job in the current digital transformation environment
to earn their seat at the table, (secure, keep, and preferably grow the marketing
budget). Expectations from the CEO and the board are high that marketing prove
spend and actively contribute to driving measurable business growth. What I’m
seeing as a consultant, and as the CEO of a global digital marketing agency, is not
a dearth of data, but rather a failure to ask the right questions of the data. Enter
the age of connected everything, the Internet of Things, (IoT), and the data pool
becomes even larger…a tsunami. We are in data overwhelm, but we are living
into underwhelm when it comes to execution. Incredible opportunities exist for
marketers who are taking advantage of marketing technology to uncover what
was once a moving target with customers. We have the technology to drill down
to a level of specificity delivering on personalization, right message, right time,
right platform. What questions are you asking of your data?
Tamara McCleary Continued

Founder - Brain+Trust Insights (top credentials)
The most important thing that marketers should being doing is addressing
the issue of customer data being scattered and disconnected, particularly with
GDPR coming along is that marketers have got to own their data.
If your data is in a bunch of different systems, especially if they are third-party
systems, there is absolutely no guarantee that you will continue to have access
to that data. GDPR has the right to be forgotten, the right to transfer data
between systems, which are major issues for MarTech companies because
they have to be able to hand the customer the data in a common, machine-
readable format so that they can port it to somebody else.
Strive to Own Your Own Data
Chris Penn

Chris Penn Continued
If I stood in Paris and I told Facebook I want my data and I want you to give
it to Twitter, Facebook would have to comply. Now if you are a company and
you have all these different technology systems in place and you can’t pull
that master customer record and give it to the customer, based on what the
law requires, you are in trouble. You are out of compliance with the law. But
most importantly, there is this concept that we use here at Brain+Trust Insights
called “dark data.” This is not our concept, IBM came up with this and last year
they said about 90% of corporate data simply goes unused. It is stuffed in the
equivalent of a desk drawer and never to be looked at again.
So, the most important thing that marketers should be doing is making sure
they are compliant with today’s regulations and compliant with regulations
going forward. Own your data in your systems. Augment it and append it as
needed by trusted third-parties, but you need to own and control the data.

President and Founder, The Sepharim Group
If companies across sectors want to truly transform the customer experience,
then they can’t ignore IoT. In 2018, I already see IoT having a great impact and
expect that it will only continue to grow.
For example, for enterprises in the manufacturing sector some companies are
already seeing high business impact because they are reducing build order
cycles by more than 35%.
Healthcare is another high growth area. With IoT combined with data analytics
and AI, hospital and wellness facilities are able to reduce patient in-clinic time
and cost, while also accelerating patient recovering times.
Don’t Ignore the Power of IoT
Bob Egan

It’s Time to Get Personal
Data has the opportunity to become your most valuable marketing
asset, but only if you stop letting valuable insights slip through the
cracks. The biggest opportunity for marketers is not finding more
data. It’s finding a way to use and own the data you already have
and stitch it together to form a holistic customer picture. Only then
can you use it to generate insight, segment audiences and deliver
the personalized experiences your customers have come to expect.
To discover how the Treasure Data Enterprise Customer Data
Platform can help you enhance the customer experience along the
customer journey, contact us today.
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