8May 2020Customer Data PlatformSmarter Way for a Solution-Based Marketing ApproachBy Edmund Mackey, Chief Marketing and Strategy Officer, Aptive EnvironmentalMarketing has evolved from finding customers for existing products and services to mining consumer data for new product and service opportunities. Understanding customer needs and designing a solution to match has become a predominant factor in marketing. There has never been more consumer data from more sources than there is today--online, offline, structured, unstructured --yet, the task of understanding customer requirements is more laborious, not easier. That's where the customer data platforms come into the picture. A customer data platform enables marketing teams to build and manage a single view of the customer that is fundamental to collect the data, analyze it, and execute against it.Edmund Mackey, Chief Marketing and Strategy Officer of Aptive Environmental, discusses the various strategies on a better understanding of customer needs, recent trends, and the future scope of the significant marketing strategies importantly, customer data platform. Edmund Mackey is a proven leader with a track record of increasing revenue, market share, and EBITDA in highly competitive consumer service businesses.What are the major challenges of a customer data platform?The marketing challenge is that consumer expectations for personalization have exponentially increased. To meet consumer expectations, brands' are faced with ubiquitous and massive amounts of data, the inability to tie these data sources to a prospect or customer ID, and that data, when it exists, is siloed in databases that do not speak to each other. While digital media platforms have increased reach to brands' target audiences, the fragmentation and complexity have grown faster than the ability to deliver personalized experiences. For example, a pre-smartphone brand could advertise on one television network and reach a large percentage of their target market. Now, your target audience access content from dozens of device types and an infinite number of channels: streaming apps, mobile apps, and websites. Collectively, these audiences IN MY OPINION
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