USE BET­TER DATA BET­TER

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

New Zealand Marketing - - Motion Sickness - 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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