When marketers advanced into 2015, headlines announced that it would be the year of customer analytics and intelligence—a year when CMOs would be shedding the fear of “analysis paralysis” and turning the threat of big data into big opportunities with customers. Yet in survey after survey and study after study, CMO Council members agreed that while the desire to achieve dynamic customer experiences was there, the reality of using data to create these experiences was a difficult task, especially when the customer was demanding personalization beyond the confines of marketing-only data.
So how are best-of-breed brands truly forging ahead with data? What are the new buzz-worthy opportunities that will make headlines (and possibly headaches) for marketers in 2016? Will the Internet of things truly be the opportunity that analysts are predicting, or will it be yet another far-off dream that only the richest brands can afford? Where will the customer expect brands to meet them next? And who is already on the path to meet these rising demands?
To kick off 2016 and begin to circulate some new ideas, the CMO Council partnered with Teradata to host a one-hour webcast to discuss the big trends of 2015 and where the new year will take us. Among the key topics that were discussed:
- New expectations for data: From aggregating data from new sources to managing and cleansing the data we have, what are the new requirements for the data-driven business?
- The Internet of everything: Beyond smart cars and connected homes, the Internet of things will tell us more about our customers while demanding new intelligent engagements…are we ready?
- Anonymous no more: The difference between crossing the creepy line and thrilling a customer with relevance is a thin one that demands that marketers connect the dots between a single user’s known and unknown behavior online…but how?
The webcast also identified big opportunities ahead of us in 2016 and how to start identifying practical steps to advance the journey to success.
Liz Miller - CMO Council, Vi Murphy - Teradata, Sean Shoffstal - Teradata