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Data Strategy for Marketing and Customer Areas

Datapreneur Khyanafi
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Prakash Baskar

October 19, 2020

minutes remaining

A Data Strategy for the evolving needs of Marketing, Customer Acquisition, and Customer Experience.

Over the last 2+ years, from the necessity of running a company and directly engaging in large customer integration, marketing, and experience related projects for our customers, I sense a need for rethinking data strategy, as it touches customer areas.

There are 4 types of data in any data/analytics initiative
– Internal applications – on-prem/cloud
– External data – social media, purchased
– Vendor data- provided/enriched/maintained
– User-defined business applications (UDBA) – Business enriched/generated/input

Most variants can be fitted into one of the above four types.

When approaching the full customer-product lifecycle, across (1)marketing/sales, (2) acquisition and (3) experience management, the teams, systems/tools, and processes are still disparate in many cases.

But, Data doesn’t have to be.

Running data/analytics initiatives in business-value chunks is an important aspect. When budget, resources, and goals across them are pooled together, defining and executing a cohesive data strategy, maximizing opportunity, and realization of sustainable results is guaranteed.


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