Why the biggest barrier in tech is data — Courtney Trudeau // Merkle
Courtney Trudeau
Merkle
- Part 1CX at scale & speed of customer expectations — Courtney Trudeau // Merkle
- Part 2 Why the biggest barrier in tech is data — Courtney Trudeau // Merkle
- Part 3Making the most of your tech & data investments — Courtney Trudeau // Merkle
Show Notes
-
02:28Unlocking customer experience with dataIn addition to a data strategy, having the infrastructure in place to consolidate customer data is essential. Providing marketers access to this data enables them to personalize and make relevant offers during customer interactions thus enhancing the overall experience.
-
03:52Consolidating data for real time marketing successBuilding a cloud data warehouse is key, and when combined with a CDP or reverse ETL, can help marketers activate data in real-time. This helps to resolve identities, enrich and make data usable for downstream platforms, enabling personalized interactions with customers.
-
05:07The benefits of cloud data warehouses for aggregating consumer dataA cloud data warehouse has the capability to ingest raw data from different touchpoints without requiring structure for aggregation. This modernization of the database allows marketers to access the right data to reach their consumers.
-
07:14The process of data activationThe process involves cleaning and standardizing the data, using identity resolution and possibly third-party data enrichment. By integrating purpose-built data models like a CDP with a cloud data warehouse, marketers can access audience insights via a GUI-type interface.
-
08:48The barriers to using dataBarriers to data include a lack of clear data strategy and difficulty in centralizing audiences and messaging due to traditional siloed marketing practices. Ultimately, the approach to marketing campaigns must shift from being channel-based to being customer experience-based.
Quotes
-
"You need to have not only a data strategy, but also the infrastructure in place that your data is coming together with, that you're learning about your customers." -Courtney Trudeau, SVP Tech Strategy, Merkle
-
"With these cloud data warehouses, you can ingest the data as is and then transform it to a common standardization for your business rules, how you want it to come together." -Courtney Trudeau, SVP Tech Strategy, Merkle
-
"When you think about your marketing campaigns, they can't be channel-based. They have to be customer experience based." -Courtney Trudeau, SVP Tech Strategy, Merkle
- Part 1CX at scale & speed of customer expectations — Courtney Trudeau // Merkle
- Part 2 Why the biggest barrier in tech is data — Courtney Trudeau // Merkle
- Part 3Making the most of your tech & data investments — Courtney Trudeau // Merkle
Courtney Trudeau
Merkle
Up Next:
-
Part 1CX at scale & speed of customer expectations — Courtney Trudeau // Merkle
Courtney Trudeau, SVP of Tech Strategy at Merkle, provides an in-depth guide on meeting and exceeding customer expectations. Customer expectations have shifted towards more personalization and an overall exceptional experience during the buying journey. As technology advances and consumers gain more insight into organizations, brands need to adapt quickly to keep up with rapidly evolving customer demands. Today, Courtney discusses CX at the speed and scale of customer expectations.
Play Podcast -
Part 2Why the biggest barrier in tech is data — Courtney Trudeau // Merkle
Courtney Trudeau, SVP of Tech Strategy at Merkle, provides an in-depth guide on meeting and exceeding customer expectations. Collecting customer data is just the beginning of successful marketing. Ultimately, having the infrastructure in place to aggregate the data to gain actionable insights is key to maximizing the data’s potential. Today, Courtney discusses why the biggest barrier in technology is data.
-
Part 3Making the most of your tech & data investments — Courtney Trudeau // Merkle
Courtney Trudeau, SVP of Tech Strategy at Merkle, provides an in-depth guide on meeting and exceeding customer expectations. Making the right investments in technology and data must take into account factors such as ROI, existing infrastructure, and required skill sets. Moreover, beyond investing in the right technology, it’s crucial to ensure you have people who can manage it effectively. Today, Courtney discusses making the most of your technology and data investments.
Play Podcast
