Ensure your data strategy aligns with your overall business strategy. Focus on how you store and collect data—and then focus on how you analyze the data. To best analyze the data, implement the right data analytics tools. This will allow you to analyze your data to identify trends, patterns, and relationships to help you make better business decisions more efficiently.

Establish a clear data governance policy that considers the needs of all stakeholders. This involves implementing data security measures that protect against data breaches and cyberattacks. Also, establish data privacy policies that protect the privacy of individuals and ensure data compliance with local regulations.

This is a new approach to organizing and managing data in complex organizations. It involves a shift from a centralized data management to a decentralized approach where data is owned and managed by the domain experts who produce and use it. A data mesh is designed to enable greater agility, scalability and autonomy in data management to drive growth.

A data-driven approach will help you better understand your customers and deliver more personalized and effective experiences. By leveraging data to optimize customer interactions, you can build stronger relationships with your customers and improve retention rates over time. 

A significant amount of value can be generated without advanced technology and data capabilities. For example, we helped a client generate over $100M in value by focusing on email alone using basic Marketing Automation tools. The key success factor to deliver value is our agile operating model that focuses on customer-centric opportunities and employs a test-and-learn mindset to test different personalized content, offers and promotions tailored to (sub)segments of your customers.

While a loyalty program is a valuable tool to drive customer loyalty, it is important to think beyond the traditional program and take a more holistic approach around how to drive emotional connections to win hearts and minds—not just sales. For example, this might entail delivering omnichannel personalized experiences, VIP access to events or experts, or a customer engagement platform that holistically meets customer needs while incorporating the products and services of partners. 

Organizations face numerous challenges when it comes to MarTech. These include difficulty assessing the proliferation of new solutions while making the best use of existing in-house capabilities; the lack of a unified architecture; not enough internal resources to operate and scale investments; and the inability to effectively measure KPIs and ROI from MarTech spend. To help our clients resolve these challenges, we develop a comprehensive strategic solution that ties the desired marketing use cases, business value, data and technology into one common organizational view and implement agile and iterative capabilities to meet the needs of the rest of the organization.