Adobe Digital Dialogue

Data-driven marketing – transform your marketing tactics

Brands need to stay rel­e­vant to their cus­tomers, or cus­tomers will find a brand that is. And in this age of the empow­ered con­sumer, that is easy for them to do.

Today’s mar­keters need to make the most of every oppor­tu­ni­ty to ensure they are pre­sent­ing cus­tomers with an expe­ri­ence that is both rel­e­vant to their pro­file and circumstances.Marketers need to make sure they are doing this con­sis­tent­ly across all chan­nels, or they risk wast­ing an oppor­tu­ni­ty to show cus­tomers they under­stand them and how to be of ser­vice to them.

Not only do mar­keters need to be con­sis­tent in their com­mu­ni­ca­tions, they also need to ensure their com­mu­ni­ca­tions con­tin­u­ous­ly evolve in response to changes in their cus­tomers’ engage­ment with them – that is, as cus­tomers progress through the cus­tomer life­cy­cle, from being a sus­pect to a prospect to a cus­tomer and then, if we’ve done our job right, becom­ing an advo­cate.

What do marketers need to do to ensure they are relevant to their customers?

A holis­tic approach to data-dri­ven mar­ket­ing is crit­i­cal to deliv­er­ing cus­tomer rel­e­vance. Mar­keters need to think holis­ti­cal­ly in terms of how they form an under­stand­ing of their cus­tomers, and how they are going to be con­sis­tent and con­tin­u­ous in deliv­er­ing their mes­sages across mul­ti­ple chan­nels.

Tra­di­tion­al­ly mar­keters’ under­stand­ing of cus­tomers has relied on the trans­ac­tions that a cus­tomer has had with them, such as pur­chas­es they’ve made; as well as any non-trans­ac­tion­al inter­ac­tions they have had like enquiries made via the call cen­tre. The rise of dig­i­tal touch­points has dra­mat­i­cal­ly increased the range and vol­ume of cus­tomer inter­ac­tions mar­keters are able to cap­ture, and as a result sig­nif­i­cant­ly enhanced our abil­i­ty to under­stand our cus­tomers. Not only do we now have insight about how they got to us, what attract­ed them to us, why they’re inter­est­ed in us, and how like­ly they are to trans­act with us — but we know this in real-time.

Cover image cour­tesy of KROMKRATHOG at

Tak­ing a holis­tic approach to data-dri­ven mar­ket­ing means using all avail­able cus­tomer data to form a com­pre­hen­sive pic­ture of our cus­tomers from which we can gen­er­ate mean­ing­ful and action­able insights. How­ev­er, the chal­lenge Adobe con­sis­tent­ly sees in reach­ing this nir­vana, whether across indus­tries or across the APAC region, is the sep­a­ra­tion of tra­di­tion­al and dig­i­tal data prac­tices. This sep­a­ra­tion extends not only to tech­ni­cal con­sid­er­a­tions such as how and where the data is cap­tured, stored and man­aged, but also to oper­a­tional mat­ters like who man­ages each prac­tice, and the dis­tinct but com­ple­men­tary skillset and mind­set required.

Giv­en the tremen­dous insight and val­ue that can be unlocked by cre­at­ing a holis­tic view of your cus­tomers, the com­ing togeth­er of data, its guardians and their respec­tive world views must be the foun­da­tion stone on which to build a data-dri­ven mar­ket­ing prac­tice – one which tru­ly posi­tions your brand as rel­e­vant to the empow­ered con­sumer.

Finding relevance with empowered customers

Find solu­tions to your spe­cif­ic mar­ket­ing issues at Adobe’s Dig­i­tal Mar­ket­ing Sym­po­sium. Learn how to tack­le your own mar­ket­ing and data issues as you see Adobe Mar­ket­ing Cloud in action. You’ll leave with spe­cif­ic skills, best prac­tices, and strate­gies you can put to work imme­di­ate­ly.

Don’t miss out on this year’s Sym­po­sium and reg­is­ter now!


Fea­tured image pro­vided cour­tesy of KRISTOPHER GRUNERT at and is dis­played under the terms of the Cre­ative Com­mons license.

Data Driven Marketing

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