Q: You’re a CMO. What do you invest in this year?
A: Data.
Brands are being defined by the experiences they enable and the value they create for their users. The next generation of these experiences will be fueled by data, creating immense value for every individual.
In 2015, consumers will begin to gravitate toward customized experiences that are truly useful. It’s no longer enough to make your brand available across the web, mobile, gaming consoles and connected TVs. Find ways to provide value to consumers online, in-store, on the streets and at home, and put your users’ own data to work making their interactions and lives better.
Wearable devices, iBeacons, and cheaper smart screens are finally making it easier to mesh digital and physical interaction. But brands can’t create a truly personalized, smart future if their users don’t trust them. Every business needs to be ensuring their user data is truly secure, and working to strike the right balance between concierge and creepy.
So what should you prioritize this year?
Here’s what we think.
“You need to find a way to protect users’ privacy better. This was the year of the data breach. And you don’t want to see what’s next.”
Gela Fridman, Vice President, Technology
“Don’t wait for predictive models to catch up with analytics. Invest in data science initiatives even if you can’t predict ROI yet. ROI is slowing you down.”
Ken Allard, Managing Director, Business Strategy
“You’ll need unstructured database technologies that marry qualitative and quantitative analysis. Then you can understand the human voices behind the data.”
Leala Abbott, Content Strategy Lead
“Clean up your data so you can automate a lot of the functions that employees are doing themselves.”
Laura Breines, Vice President, Marketing
“Quantify user behavior on an individual level to create truly user-centric service.”
Toufique Harun, Group Director, Product Management
“Here’s what you do: Open up client-side consumer data. Integrate it into a better personalization engine.”
Jon Gibs, Vice President, Analytics
“It’s time to put your data in the marketplace. Hire someone to scan the environment for partnerships with emerging apps.”
Andrew Delamarter, Director of Search and Inbound Marketing
“You’re going to have to understand your data. The good news? You already own it. So you’re halfway there.”
Brian Brady, Creative Director
“Use data and artificial intelligence to create really personal connections with niche audiences through content. It’s boring when brands try to be everything to everyone.”
Sam Weston, Vice President, Communications
“There is no post-Facebook social network. Get consumers to post on behalf of your brand for a viral marketing campaign that works.”
Aaron Shapiro, CEO
“Don’t race towards the ultimate personalization algorithm. Just start enabling consumers to curate and share content themselves.”
John McCrory, Group Director, Content Strategy
“If you’re not already thinking about how to communicate security, trust and transparency, what are you waiting for?”
Gina Pensiero, Content Strategy Lead
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