When I meet with a client, one of the first questions I ask is, “Is your current focus on online data, offline data, or both?” Understanding how a company looks at online data (or offline data) is helpful in determining not only their core competencies but where the opportunity is to help them fill any “gaps” to ensure that the organization is able to meet its goals.
Don’t come to me with vanity metrics. I won’t listen to you. Whether you’re on my team and giving me a program update or a vendor trying to sell me something, I won’t be impressed by inflated metrics or data that doesn’t tell a story. And most CEO’s won’t settle for it, either.
Amazon’s Echo and its competitors were at the top of shopping lists this holiday season. And now, social media is buzzing with videos of mishaps and rants from frustrated parents whose kids are ordering expensive toys by voice demand. But if you get past the giant teddy bears in your living room, Echo and other IoT devices carry an important reminder for marketers: know your customer.
We’re finally far enough away from the holiday season to take a good look back at what worked and to catch a glimpse of where we’ll go from here. And now we’re seeing retailers making big shifts for the new year, further illustrating the importance of going back to basics.
With brands competing for a slice of the marketplace amidst direct competitors, new channels, and instant gratification, customer feedback can mean the difference between success and failure. And while there’s no arguing that data holds the keys to marketing strategy, the magic really lies in the quality of that information and our ability to interpret it into actionable insights.
With the holiday shopping season in full-swing, marketers are seeing months of work come to fruition. And with just a few days left until the end of 2016 and most of us are hanging on for the ride, it’s also a great time to take a look at what worked, what didn’t, and to keep an eye on what’s coming up next.