//Forrester: Excessive Use of Big Data and Partitioned Teams Curbs Customer Knowledge
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Forrester: Excessive Use of Big Data and Partitioned Teams Curbs Customer Knowledge



As marketers, we strive to create customer experiences that leave lasting impressions, drive conversions and encourage our customers to come back.

A recent report by Forrester commissioned by the consumer information software manufacturer FocusVision was reviewed by more than 500 people. Consumers must describe what they thought and thought to be a truly memorable customer experience and the specific elements of the component that made it memorable. Forrester also interviewed more than 200 B2C marketing decision makers, including 54 CMOs, to better understand the methodologies they use to understand their customers.

The report defines Big Data as a "combination of structured and unstructured data, including: log files, transaction information, Internet of Things, social network statistics, and so on. He defines small data as "a combination of VOC data, customer journey data, user focus groups, surveys, behavioral experience data, and so on."

Small Data Reveals "Why" Behind Client Actions

The tendency to rely heavily on big data is a common trend, according to the report's findings. When asked if their customer experience strategy and execution were more influenced by big data or small data, almost one-third (29%) of respondents said that they were not the same. they supported "completely" on big data to make decisions.

Only in the case of large data do digital marketers often find themselves confronted with complicated information about their customers and challenges in terms of understanding the factors behind the actions of their customers. More than half of the brands surveyed strongly agreed or strongly agreed that small data is essential to unlocking the thoughts and emotions that underlie customer actions.

Forty-one percent of brands that use small data strongly agreed on why a customer chooses to buy from them compared to those who do not. For brands not using small data, this number drops ten points to only reach 31%.

Digital intelligence and intelligence teams operate in silo mode

In addition, the report reveals that strategic intelligence and intelligence teams are communicating, but not effectively. The two groups are often siled despite their heavy reliance on each other for their daily operations. These disparities in communication can lead to a breakdown of marketing strategies: when marketing does not have complete and detailed information, it will always be difficult to optimize campaigns to meet customer needs.

Having a contextual background for your customers' data – large or small – is a critical success factor for digital marketers, who leverage data to make business decisions and invest more in Martech. The context of your customers' actions provided by the business intelligence group will tell you more about the decision process of a customer than simply looking at the wholesale fact that a customer has made a purchase or not. .

Information Generates Better Customer Engagement

To eliminate the silo factor between teams, marketers should meet regularly with their business intelligence team to review data results and better understand the information collected. Understanding this information on the level of engagement will help digital marketers better understand how to make effective customer contacts and generate greater returns.

Big data will continue to be important, and business leaders and business stakeholders will continue to depend on it. to obtain general information on business results and trends. However, marketers must prioritize small data for their daily marketing decisions. By working closely with customer insight or business intelligence teams, digital marketers can gain a comprehensive, in-depth view of their customers, enabling them to create greater engagement with customers. customers and, ultimately, increase conversions.

About the Author

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Jennifer Videtta Cannon is the senior editor of Third Door Media, which covers topics such as email marketing, analysis, project management and customer relationship management. With over ten years of experience in organizational digital marketing, she has overseen digital marketing operations for NHL franchises and has held positions in technology companies, including Salesforce, advising marketers of company on maximizing their martech capabilities. Jennifer previously hosted the Inbound Marketing Summit and holds a certificate in Digital Marketing Analysis from the MIT Sloan School of Management.