DATA-DRIVEN MAR­KET­ING IN DATA-CHAL­LENGED TIMES

New Zealand Marketing - - Motion Sickness - Nathalie Mor­ris, CEO, Qri­ous

2018 has cer­tainly shone a light on data use and pri­vacy. I doubt there’s any­one who hasn’t come across – and holds an opin­ion on - the GDPR, the Cam­bridge An­a­lyt­ica ‘scan­dal’, and as a re­sult what Face­book should be do­ing to en­sure their user’s pri­vacy.

Con­sumers are in­creas­ingly skep­ti­cal of giv­ing up their data, and less trust­ing of an or­gan­i­sa­tions abil­ity to keep it safe. Mar­keters are won­der­ing how they can keep col­lect­ing and us­ing data when con­sumers are hes­i­tant or wary of giv­ing it away. Af­ter all, data is the key to de­liv­er­ing the kinds of mar­ket­ing ex­pe­ri­ences that con­sumers now ex­pect. So how can we rec­on­cile these two dis­parate sen­ti­ments?

Build trust through trans­parency.

Be­ing trans­par­ent about how you use data, and en­sur­ing you of­fer an im­proved cus­tomer ex­pe­ri­ence be­cause of it, is key to build­ing trust. There’s no point in col­lect­ing data just for the sake of it, and be sure to set clear ex­pec­ta­tions about how you’ll use it.

Use an­a­lyt­ics to your ad­van­tage.

Ul­ti­mately the data that will be most use­ful is that which you col­lect about your cus­tomers’ be­hav­ior through­out their life­cy­cle. En­gage­ment data, pur­chase his­tory, de­vice use or the chan­nels through which they con­nect with your brand are much more pow­er­ful ways of un­der­stand­ing more about your cus­tomer. Mar­ket­ing an­a­lyt­ics can then help un­cover these more ad­vanced cus­tomer in­sights.

Know and En­gage.

Once you have cus­tomer data, make sure you’re us­ing it in a way that res­onates with them. Data helps you know and en­gage with your cus­tomer in rel­e­vant and use­ful ways – so don’t throw this op­por­tu­nity away.

De­spite every­thing that’s go­ing on, data is still a pow­er­ful tool for mar­keters. We just need to make sure we’re us­ing it in ways that de­liv­ers a su­pe­rior cus­tomer ex­pe­ri­ence and aligns with their ex­pec­ta­tions.

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