Brands need to add context to the use of data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 18, 2019, 7:14 AM UTC

An Epsilon study cited in the article found that 80% of people are more likely to buy when a company offers a personalised experience.

This piece states that marketers need both data and context to take a sound marketing decision in the right direction. The author recommends leveraging AI to structure, analyse and utilise their data.

Brands must maintain transparency about consumer information across all departments in order to make better decisions and promote synergy. It can also enable businesses to deliver personalised experiences and to guide customers towards fulfilling their needs through a preferred communication channel.

To be results-driven, the author suggests brands develop “an application programming interface as the product mindset to meet different data needs and review data impact regularly”. This can also help marketers better understand consumer behaviour and their preferences.

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[3 minute read]