‘Why marketers must move from data to insight to action’ – Econsultancy
Kym Reynolds says, “More data is not necessarily a good thing.
It needs to be actionable, providing marketers with insight. If it’s not, then perhaps now is the time to invest in new technology.
Real-time contextualisation is here
Your customers are engaging with your business across an increasing number of touchpoints – websites, social media, in-store, mobile and tablets.
But regardless of how they engage, they expect a customised, personalised, and consistent experience. This expectation continues to be a challenge for businesses, which have to manipulate enormous amounts of data to try to understand how to effectively engage each individual.
In this landscape, data needs to be collected and analysed in real-time, and any data needs to be instantly actionable, preferably in a predictive way”.
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