Most organizations are unable to deliver their brand promise in a consistent manner. Many marketers strive—but struggle—to present high contextual relevance across all channels and touchpoints that span everything from marketing to sales and service. Fragmented engagement systems create data silos that make it difficult to leverage all data sources in real-time to deliver the hyper-personalized experiences that customers expect today.
Solving this problem requires a customer data platform that provides key foundational elements, including:
1. A unified view of customers that is continually updated over time
2. The ability to leverage this unified view in combination with in-line analytics to intelligently orchestrate interactions in real time across all channels and touchpoints.
The CMO Council, in partnership with RedPoint, hosted a one-hour, interactive webcast featuring an expert panel of experience and data experts, including special guest Brandon Purcell, Senior Analyst–Customer Insights Professionals from Forrester Research. During this webcast, we discussed how unifying and activating data through a customer data platform enables organizations to better engage with consumers/customers while optimizing marketing campaign performance, building brand affinity and increasing customer lifetime valuation.
Mary Anne Hensley, CMO Council; Brandon Purcell, Forrester Research; Buck Webb, RedPoint Global