New Zealand Marketing

USE BETTER DATA BETTER

I recently came across this Twitter post that encapsulat­es some of the key struggles of marketing today:

- Dan Hamilton , Head of Customer Insight, Loyalty NZ

Understand­ing the customer need at the right time. Knowing if and when to use customer data. Not understand­ing our product’s connection with the end customer. How can we tackle these problems?

Don’t base customer loyalty on one data point.

The more you understand your customers, the better you can position your product in their mind.

Iterate, test and learn

Create hypotheses about your customers based on the insight that you find. When you test it, understand what you are testing and define what success looks like before you start the test.

Just because we can - doesn’t mean we should.

At the recent Smarter Data event, Dion Bettjeman of Mindhive talked about his work in the USA and how taking this approach keeps him ahead of any privacy concerns.

Combine big data and human centered design to get the full picture of your customer, leading to a richer relationsh­ip with each segment.

Use big data to understand your customer segments, quantify them and build a hypothesis about them, and human centred design to unlock how you can innovate your product or service to best respond to their latent needs.

Take a look at your marketing and see if you can use better data better – and if there is room to improve, start making changes to avoid frustratin­g your customers and becoming a toilet joke on Twitter

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