{"id":897474,"date":"2018-04-27T08:26:59","date_gmt":"2018-04-27T15:26:59","guid":{"rendered":"https:\/\/biznology.com\/?p=36396"},"modified":"2018-04-27T08:28:12","modified_gmt":"2018-04-27T15:28:12","slug":"how-well-do-you-know-your-customer-data","status":"publish","type":"post","link":"https:\/\/customerthink.com\/how-well-do-you-know-your-customer-data\/","title":{"rendered":"How well do you know your customer data?"},"content":{"rendered":"
Some marketers seem to keep their distance from customer data. When I ask what kind of customer information they are working with, I hear things like, \u201cOh, Mary is in charge of our data. I leave it to her.\u201d This is unfortunate. I realize that the marketing profession may attract people who prefer to focus on \u201csofter\u201d functions like research, competitive strategy, and value propositions. But these days, it\u2019s a real disadvantage, professionally and personally, to shun data. So, let me offer some painless steps to up your comfort level.<\/p>\n
In this context, I am thinking about customer data at its most basic level: the customer or prospect record, which is usually found in a marketing database or a CRM system. This record contains the contact information, and descriptive and behavioral data elements we know about the customer. For B2B marketers, it will describe the account as well as the individual contacts.<\/p>\n
This subject arose in my mind recently as I read Steven Hayes\u2019s interesting article<\/a> called Do Marketers Really Want to be Data Scientists?<\/em> in Oracle\u2019s Modern Marketing blog<\/a>. Hayes correctly concluded that marketers don\u2019t need to do the science\u2014build the models, run the experiments\u2014but they do need to be familiar with the variables that drive customer behavior, in order to apply the science to marketing decision-making.<\/p>\n So, it behooves marketers to be deeply familiar with the customer record, which is where these variables are housed. This information serves as what I like to call \u201cthe recorded memory of the customer relationship,\u201d and it reveals all sorts of insights into the nature of the customers and competitors, what they value, and how to communicate with them effectively.<\/p>\n So, how do you get familiar with your customer records, and make them your friends? Here are three steps to consider.<\/p>\n I guarantee, if you dive into the data records, your comfort level will rise dramatically. And so will your insight, and your skill as a marketer.<\/p>\n","protected":false},"excerpt":{"rendered":" Some marketers seem to keep their distance from customer data. When I ask what kind of customer information they are working with, I hear things like, \u201cOh, Mary is in charge of our data. I leave it to her.\u201d This is unfortunate. …<\/p>\n","protected":false},"author":11252,"featured_media":862399,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,91,36],"tags":[],"_links":{"self":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/897474"}],"collection":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/users\/11252"}],"replies":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/comments?post=897474"}],"version-history":[{"count":0,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/897474\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media\/862399"}],"wp:attachment":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media?parent=897474"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/categories?post=897474"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/tags?post=897474"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n