If you’ve had a chance to check out some of the exclusive content on CMO.com over the past couple of weeks, you know that data-driven marketing has been a hot topic on many marketers’ minds. With more technology at their disposal, many organisations are capturing customer data, but what to do with it all? Uncovering actionable insights from the overwhelming amount of data is a huge challenge; still, there’s no doubt that data-driven strategies provide many profitable opportunities and benefits to an organization.
CMO.com had the chance to sit down with Jim Berra, CMO of Royal Caribbean International, for an exclusive interview. Berra shared a bit about how his company uses data to identify opportunities for growth. A Royal Caribbean cruise is, of course, all about the customer experience, and data helps Berra and his team to understand which parts of the experience are resonating most with customers. Analyzing data in this way helps the company spend money more wisely. Berra also gave some insight on his “fail fast” marketing philosophy.
Neil Evans, Managing Director for Occam, shared how to utilize data to better drive marketing campaigns. According to Evans, organisations that want to accurately measure performance of their campaigns need to not only gather information about customers, but also analyze and understand it. He suggested looking at information gathered and considering “where it comes from, and when and how you receive it.” Refining the useful information and shredding the unwanted attributes will help you to put together an accurate customer view, which will help you to develop the shape and structure of your next campaign.
For many organisations, the ultimate goal of data acquisition is personalisation. Ben Salmon, Founder of Attributely, shared his thoughts on the “anatomy of a personalisation programme.” Personalisation begins with recording everyone who visits an organisation’s website, but Salmon challenges marketers to keep data accessible and define four key elements for each piece of data. Once data is analyzed and compared, the final piece of the puzzle is to deliver personalised content to the customer.
Monica Savut, Senior Research Manager at Econsultancy, shared some important lessons on data-driven marketing from key marketing leaders. Marketing goals are a high priority for top-performing organisations and many are using data-driven strategies to move forward in their journeys toward digital maturity. Technology and collaboration play important roles, as does the integration of mobile marketing strategies.
Romek Jansen, Founder of Boardview, shared an area where data and clear goals can be vitally important. Because agile marketing teams often outperform traditional marketing teams, many CMOs want to adopt agile marketing strategies. According to Jansen, many marketing departments need to become more value driven than task driven. Becoming an agile CMO means developing clear goals and communicating those goals to the team. Agile CMOs empower their teams, creating value for both the organisation and the customers they serve.
We hope you’ll engage with our exclusive content on CMO.com and let us know what you think.