How to increase communications relevance through more personalised, contextual messages based on customer insight
Data is the key to understanding your customers and delivering new insights, but data in itself is just a series of 1s and 0s until you can bring meaning and interpretation.
Knowing and understanding your data is the first step in delivering relevant communications and customer value, as you turn raw data into information and then actionable insight. Starting this journey however can be a difficult step as highlighted in the 2013 Teradata Data-Driven Marketing Survey which stated:
‘Nearly 50 percent of marketers agree that data is the most underutilised asset in their organisation, with less than 10 percent saying they currently use what data they have in a systematic way’