Marketers are still missing the data connection - so here’s how to solve it

Data can make or break a brand’s ability to deliver a great customer experience. But so many marketers are missing out on this opportunity as they find the issue too complex and do not have time to keep up with industry developments.

Adding to the confusion is the multitude of technology platforms on offer providing unique advantages to marketers.

A survey by Gartner last year found that customer experience will be the new battlefield, with 89% of companies saying customer experience will be their primary basis for competition in 2016. But according to research by Econsultancy, only 10% of marketers and 8% of agencies worldwide have managed to tie together customer data across channels, tools and databases.

The Drum teamed up with Acxiom to provide guidance in this area with the launch of its new Everything You Need to Know (EYNTK) video series on data and the fundamentals of customer experience. Its aim is to help marketers navigate this complex maze of “data silos” and to get rid of the data road block preventing marketers from delivering a great customer experience.

The new series follows the success of The Drum’s Everything You Need to Know video series on content marketing and programmatic. Filmed in the back of a London taxi, EYNTK tells marketers everything they need to know about each crucial topic in one short episode. Marketers can quickly get up to speed on customer recognition or the new data economy in just a few minutes while on their way to work or a meeting.

Jed Mole, European marketing director at Acxiom says: “Customer experience includes everything from the product itself to the in-store experience. [Data] presents a huge opportunity and a huge threat. We have to get it right.”

Future episodes in the series will tackle omni-channel customer recognition, the new data economy, the new customer view, and how to combine online and offline data.

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