6 reasons why building your own customer data asset is a recipe for marketing success

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Customer data. It’s a brand’s special sauce. But right now, there are too many chefs in the kitchen.

Marketers are working with multiple technology solutions and partners. Their customer data is strewn among dozens of different platforms, channels, applications and silos.

Sure, the capabilities for each may be powerful in their own right. Yet when each piece of the marketing pie has its own recipe for customer data and identity, brands are left with fragmented slices of consumer behavior past and present, online and off. Which takes the ability to recognize and relate to customers at the right time and in the right context off the table — and that’s a recipe for disaster.

When the marketer’s experience is broken, so, too, is the customer experience. Hence, building and maintaining loyal relationships that inspire long-term value become a gamble, at best.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Mike Sands is CEO of Signal. Prior to joining the company, he was part of the original Orbitz management team and held the positions of CMO and COO. While at Orbitz, Mike helped take the business from start-up to IPO, then through two acquisitions (Cendant and Blackstone). After Orbitz, Mike joined The Pritzker Group as a partner on their private equity team. Mike also has held management roles at General Motors Corporation and Leo Burnett. His work at General Motors led him to be named a “Marketer of the Next Generation” by Brandweek magazine. Mike holds a Bachelor of Science degree in Communications from Northwestern University and a Masters in Management degree from the J.L. Kellogg School of Management.


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