Marketers have invested heavily in customer data over the last decade but continue to face challenges in obtaining actionable insights. Many marketers report lacking basic data for segmentation and effective targeting due to overdependence on IT, which complicates the speed of initiatives. The conversation around customer data has become overly focused on governance, quality, cost, and security, obscuring the need for insights and analysis. To achieve meaningful business outcomes, a transition towards customer analytics is essential, prioritizing actionable insights over technical governance.
For a long time, I've blamed marketers for not being more technical, ceding the essential responsibilities of knowing the customer to cost-conscious and risk-averse IT and enterprise data teams.
When discussing data, the conversation drifts to governance, quality, cost and security. We lose sight of what marketers actually need: insights and analysis.
If we want real business outcomes - growth, loyalty, ROI - it's time to stop talking about customer data and start talking about customer analytics.
Customer analytics shifts the conversation away from governance, data quality, cost and security - important topics that belong primarily to IT.
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