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Master Marketing with AI: Leverage Data and Insights for Customer Success
Sep 10, 2024 • 3 Minute Read • Tod Szewczyk, VP, Services marketing
Are you struggling to keep up with the rapid changes in consumer preferences and marketing trends? Gartner's Marketing Predictions for 2024 highlight the immense pressure on brands to stay nimble. How can you ensure your strategies remain effective in this evolving landscape?
While it's wise to approach predictions cautiously, Gartner's insights underscore the swift changes in consumer behavior and the marketing industry, driven mainly by Generative AI (GenAI). For instance, with a projected 50% drop in social media use by 2025 and a potential 50% decrease in organic search traffic by 2028 due to GenAI-powered search engines, you must evolve your top-of-the-funnel strategies to stay ahead.
One of the critical areas for marketers that Gartner's predictions surprisingly overlook is the role of data. Data underpins each of these forecasts, and with a solid data layer strategy, it becomes possible to implement all of the recommendations provided. Think of a solid data foundation as a GPS guiding you through the complex terrains of AI, customer experience (CX), and marketing. As David Edelman and Mark Abraham, authors of Personalized, aptly put it, "Data is the lifeblood of a company's intelligence engine."
Brands and marketers generate vast amounts of data to capture attention and drive conversions. Using over 10 channels to reach audiences and the need for potential customers to interact with your brand more than seven times before converting both contribute to the increasing volume of data management.
This burgeoning sea of data adds complexity for marketers. Salesforce's 9th edition of the State of Marketing Report reveals that "only 31% of marketers are fully satisfied with their ability to unify customer data sources." This finding means that 69% of brands struggling with data integration are disadvantaged in creating modern customer experiences needed in today's competitive market. Without a unified data foundation, brands risk falling behind their competitors.
Is your current data strategy falling short of delivering actionable insights driving growth?
Our solution, Customer Insights 360, is designed to bridge this gap. Imagine having a unified data foundation that enhances customer experiences and propels your business forward. Customer Insights 360 incorporates our tested methodology for delivering transformational customer experiences rooted in what we like to call the "Intentionality Above All" approach.
Here's how Customer Insights 360 works:
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Discovery: Wondering where your data strategy might be missing the mark? Our Discovery phase starts with a comprehensive assessment of your data landscape. We identify gaps and provide strategic recommendations tailored to your needs, all while gaining a deep understanding of the customers behind the data, their cultural context, and how we can persuade them to take action.
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Planning: In collaboration with our clients, we identify, articulate, and map objectives, goals, and tactics to create a KPI-driven framework. We ask, "How will meeting these objectives benefit the business and provide value to your customers?"
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Implementation: This phase involves the foundational build, where we import and integrate data sources, configure and update tags and event management, implement tools like customer data platforms (CDPs) and content management platforms (CMPs) if necessary, enrich profiles, and build/integrate any custom connectors.
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Insights: Curious about how data can transform your marketing results? In our Insights phase, we create custom reports and dashboards, harness the power of machine learning for predictive analytics, and ensure you receive monthly updates. With this foundation in place, we can mine for impactful insights to enhance the CX and drive positive outcomes.
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Optimization: An important step is optimizing your marketing strategy to evolve with your data. In our Optimization phase, we help you analyze and refine your programs based on real-time insights. We recommend areas to test, creating an ongoing mechanism to improve customer experiences with your brand.
Ready to uncover the opportunities you might be missing in your customer experience?
Customer Insights 360 has helped numerous clients build robust data foundations that lead to seamless customer experiences and sustained growth. It improves customer experiences, boosts conversions, and supports long-term growth. Using Customer Insights 360, businesses can stay ahead of trends predicted by Gartner, especially those influenced by Generative AI (GenAI). If you're interested in partnering to build a robust data strategy and advance your business, the team is eager to discuss how they can help.