Putting Data to Work: Knowing and Growing your Customers

Econsultancy’s latest Future of Marketing survey reveals that over the next
two years, 75% of marketers expect data, analytics and measurement to be more important. Furthermore, moving to more data- and insight-driven decision-making tops their list of priorities.

Companies continue to face a number of key data challenges which prevent brands from taking a data-driven approach to decision-making and delivering better customer experiences. This 60-minute session will look at what companies can do to enhance their data capabilities and put their data to work to better understand and grow their customers. It will cover:

  • Building the right data foundation to derive value from data and insights.
  • Frameworks and tools for interpreting and activating data.
  • How data can be used to better understand and respond to customer behavior, and how it can be harnessed for more targeted and personalised marketing and communications.
  • The role of AI, generative AI and marketing automation in supporting
    data-driven marketing.

Resources

The Future of Marketing

Econsultancy’s annual Future of Marketing report brings together survey results from more than 800 marketing professionals, covering marketing priorities for the next two years and the key trends shaping the industry, from data and privacy to generative AI.

Customer Lifetime Value Best Practice Guide

Customer lifetime value is a powerful measure. Using CLV as a lens brings a company’s most valuable customers into focus and guides businesses to invest in the long-term. This best practice guide looks at the business benefits of using CLV to drive future growth, with practical guidance on strategy and approaching CLV calculations.

Retail Media Best Practice Guide

Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.