Data is the strategic asset of the contemporary enterprise. It drives customer experience, empowers marketing and informs product development.
Yet many organisations still struggle to tame their organisational data and to deliver insights to the executives who need to make decisions, or increasingly to the algorithms that need to determine the next best action. Using research provided to us by Datorama, we developed a Marketing Intelligence shown to investigate the issues.
In the show we speak to senior executives from Mercer, Booktopia, Cisco, Salesforce, and Aware Super about how leveraging organisational data drives growth.
And we look at the impediments that need to be overcome.
For instance, Cambell Holt, the chief customer officer for Mercer tells us, “One of the biggest challenges that marketers still face, in my opinion, is the federated nature of data across a large enterprise. So access to the data is still a primary challenge that I’m seeing marketers struggle with day in, day out. You’ve got pools of data that exist all over the organisation. Those have to be orchestrated and brought together and leveraged in unison if the marketer is going to achieve their ambition of leveraging all of the organisation’s data in support of creating great experiences and value for customers.”
He told Which-50, “I think the implication of that in terms of being able to achieve what every marketer dreams of, is still an inability for most marketers and most businesses that I’m exposed to, to realise the full power of data in support of what they do.
Steffan Delang (main image), the CMO of Booktopia meanwhile, explains how tying analytics to automation has helped his company drive revenue.
“We just recently developed a brand new lapsing and re-engagement program. Just over the course of a few months it’s been delivering more than $1.1 million in incremental revenue just from automation’s alone. That automation would not have been possible if we didn’t have some kind of data decision logic there that could be able to trigger particular automations based on what we knew about the customer. “