Brands should avoid death by a thousand data points

The following is a guest post from Mike Herrick, SVP of technology at Airship. Opinions are the author’s own.

There’s been a lot of negative chatter recently around people having no clue what marketers do with their data. The current atmosphere of consumer mistrust is amplified by high-profile data leaks, a series of regulatory changes and greater scrutiny on the broad data industry. Indeed, these developments have left brands in a paradox.

Consumers demand personalized experiences but are increasingly wary of giving up control of their data. Brands, in turn, must leverage data to provide great experiences, though doing so risks consumer trust. If brands don’t capture and leverage this customer data, they will fail to meet consumer expectations, lose customers and fail to grow. Without data, it’s literally impossible. And the costs are high.

Companies with superior customer experience (CX) grow revenues as much as five times

Article source: https://www.marketingdive.com/news/brands-should-avoid-death-by-a-thousand-data-points/565978/