Reliable data improves genuine customer connection
Posted: Tue Jan 21, 2025 8:58 am
More than two-thirds (68%) of consumers say advances in AI make it more important for companies to be trustworthy. And 98% of marketers say trustworthy data is more important in times of change. Marketers who prioritize trustworthy data can get a head start in the new era. Trustworthy data is free from errors, bias, or manipulation and adheres to established standards and best practices for data collection, storage, and use.
Access to this data creates better external and internal relationships. Externally, it allows you to build better connections with your customers and a foundation built on trust and met expectations.
When you have a clean set of data, you know dental email list you’re making decisions based on accurate, up-to-date information. It allows you to personalize messages and put the customer first in your marketing decisions, knowing you have a complete view of their journey and preferences. Personalization isn’t just one of today’s marketing trends— it’s the expectation .
Internally, marketers are using trusted data to track and attribute value to accounts and drive sales through approaches like account-based marketing, which require close collaboration between marketing and sales teams.
Our research found that marketers use an average of nine different tactics across the customer experience to collect this data, with customer service data, transactional data, mobile apps, website registration/account creation, and loyalty programs topping the list. There’s no shortage of data, of course. Putting that data to work is the challenge.
As third-party cookies become obsolete and AI continues to evolve, marketers are trying to piece together this data into a holistic understanding of their customers. But how important is data if you can’t act on it when you need it? More than half of marketers can get real-time data, but need technical assistance to activate it.
What Better Data Means for Marketers
The right data is essential for actionable customer profiling, analytics, and decision-making— actionability as the key differentiator. Centralized data management platforms that aggregate and harmonize data from multiple sources in real time are even more critical as marketers navigate new marketing trends.
3. Marketers are betting on personalization
Personalization is the new marketing mantra, but what that means can vary. A lifecycle approach is evolving as more than half of marketers (57%) aim to deliver personalized content throughout the entire customer journey—not just the journey to becoming a customer.
In fact, marketers are more likely to personalize content for the customers they already have, including customer support and retention content. But they’re not forgetting about their prospects, either. Effective personalization, while a work in progress for many, requires cross-channel recommendations.
Access to this data creates better external and internal relationships. Externally, it allows you to build better connections with your customers and a foundation built on trust and met expectations.
When you have a clean set of data, you know dental email list you’re making decisions based on accurate, up-to-date information. It allows you to personalize messages and put the customer first in your marketing decisions, knowing you have a complete view of their journey and preferences. Personalization isn’t just one of today’s marketing trends— it’s the expectation .
Internally, marketers are using trusted data to track and attribute value to accounts and drive sales through approaches like account-based marketing, which require close collaboration between marketing and sales teams.
Our research found that marketers use an average of nine different tactics across the customer experience to collect this data, with customer service data, transactional data, mobile apps, website registration/account creation, and loyalty programs topping the list. There’s no shortage of data, of course. Putting that data to work is the challenge.
As third-party cookies become obsolete and AI continues to evolve, marketers are trying to piece together this data into a holistic understanding of their customers. But how important is data if you can’t act on it when you need it? More than half of marketers can get real-time data, but need technical assistance to activate it.
What Better Data Means for Marketers
The right data is essential for actionable customer profiling, analytics, and decision-making— actionability as the key differentiator. Centralized data management platforms that aggregate and harmonize data from multiple sources in real time are even more critical as marketers navigate new marketing trends.
3. Marketers are betting on personalization
Personalization is the new marketing mantra, but what that means can vary. A lifecycle approach is evolving as more than half of marketers (57%) aim to deliver personalized content throughout the entire customer journey—not just the journey to becoming a customer.
In fact, marketers are more likely to personalize content for the customers they already have, including customer support and retention content. But they’re not forgetting about their prospects, either. Effective personalization, while a work in progress for many, requires cross-channel recommendations.