CMO how to use large data to improve marketing and customer service

In the IT department you already hear the saying, "If you can't measure it, you can't manage it." "This is a mantra of many http://www.aliyun.com/zixun/aggregation/13608.html" > Data center Administrators and network architects. Otherwise, how do you know who is consuming what resources and how does this affect WAN performance?

Like most executives, the chief marketing Officer (CMO) is also buried in various statistics: same-store sales, inventory data, production data, CRM data, transaction data, sales data, and promotional activity data. With so much data, there is no data to tell you what your customers will do next or why they do it.

Trading data alone does not help you improve your customer experience unless you are working with other data. Similarly, customer data collected through multiple channels is not data that is not tied together at the back end.

You need to combine all the information you know about customers and prospects with new data resources (from social media to location and weather data) to better understand your customers ' needs and develop your marketing strategy.

Use large data to gain competitive advantage

"Collecting large amounts of data from consumers (their consumption habits, preferences, interactions with companies), and then analyzing that data and predicting consumer behavior, is the basis for CMO future competitive advantage," said Matt Jauchius, Nationwide Ping's chief marketing officer. So that you can provide a better experience. ”

The recent experience of the author's purchase of a new mobile phone has proven the importance of customer experiences. Ordering a smartphone online, the author found that the original "delivery on the next day" phone did not send, then, he called customer service, the result is not smooth. So he went to a retail store and spent 45 minutes repeatedly telling a sales rep the same thing, and the sales rep was going to ask the back office, all of which was to get a usable smartphone, and the author was prepared to buy two.

In short, I was trying to cram his money to the operator. Closed product channels and datasets "Stifle" the opportunity for cross-selling and upward selling, and allow customer service representatives to resolve problems and lose the opportunity to generate other deals.

This story tells us: Multi-channel marketing is a good model, but only if you do not encounter a channel problem and try to solve the problem through another channel.