3 Best Practices for Turning Customer Data Into Marketing Insights

This digital age has given businesses the power of analyzing customer data to better drive their business practices. The explosion of data growth and market statistics and trends have produced a new kind of consumer and new avenues to market. As a result, customer relationship management (CRM) systems have become a must have to stay competitive in your field. Software innovator Diane Keng, CEO and cofounder of Breinify, an AI and predictive personalization engine, shares an interesting read on Destination CRM explaining the importance of consumer data and how to utilize it to build on your customer relationships. Keng notes that there is so much consumer data you can gather, so it’s tough to decide what to do with all the information, let alone picking and choosing only what is relevant to your business. If you need a place to start, here are 3 of Keng’s best practices for turning customer data into useful marketing insights to improve customer relations.

  1. Collect and organize your data effectively. “Done correctly, a foundation of data science—where you collect, tag, and analyze data using digital tools such as AI—can not only help you create better, more relevant consumer experiences, but also solve many other business problems throughout your organization.”
  2. Use data-driven insights to optimize the consumer journey. “To build personalization tactics that make consumer experiences more relevant, you first have to understand how to use your data to move consumers through their specific journeys. You might even find gaps in your funnel where personalization is missing. Those gaps allow you to create personalized experiences that help your brand build deeper connections with consumers and it shows them that you understand and care about their needs and preferences.”
  3. Use technology to deliver dynamic, personalized experiences. “Once you’re working from a solid foundation of data science and optimizing the consumer journey, you can begin to create a consumer experience that’s relevant and useful in a scalable way using your data and leveraging technology. These kinds of personalized, data-driven actions make consumers feel seen and heard and are way more likely to hit home than generic, one-size-fits-all messages.”

Data is a crucial resource to have and by using it right, you will see a difference in your consumer behavior and customer loyalty. With a solid foundation of data-driven practices in your team, Keng believes you’ll be able to keep growing your digital experience in a way that actually benefits and engages your target consumers.


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