Customer data – marketing ’ s untapped potential

Data is at the core of all strategic marketing endeavours , and the ability to utilise customer data to derive insights from marketing communications is what separates industry leaders from the competition .

C-suite executives must continuously find ways to amplify brand engagement and drive sustained business growth . Juliette Aiken , CMO at Dotdigital , discusses how customer data , email and SMS marketing and AI tools offer businesses a powerful opportunity to enhance customer experience , deliver meaningful results and craft a brand image that resonates with new and existing customers .

Everything from first-time purchases to gift-wrapping preferences provides brands with critical insight into customer intent . For example , if a new customer opts for gift wrapping on their purchase , we can safely assume the item is not intended for themselves . Brands can leverage this information by sending a welcome email that includes a discount on subsequent purchases with tailored messaging such as ‘ treat yourself ’, reinforcing the customer relationship while promoting additional purchases .

Gathering feedback from customers who choose to unsubscribe is equally valuable . By understanding pain points and barriers to engagement , brands can make informed strategic decisions to improve customer retention and refine communication . This kind of feedback allows leadership to make data-driven decisions that enhance customer satisfaction , strengthen loyalty programmes and increase lifetime value – further fuelling business growth .

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