The 7C’s of data
To develop strategic marketing through which to exploit customer data and drive measurable value, a thorough understanding of who your business is attracting, what their needs are, why they might buy from your organisation, where they are likely to be engaged and also how many of them or what value of customers is required.
Having gone through these processes to clarify the type and extent of insight frameworks necessary, the shape of a communications budget required to deliver it and the mix of business propositions most likely to drive customer engagement – most of this activity will be dependent on the organisations customer and market data.
There is no right or wrong way to construct a data strategy but that said, for the data to be usable for in this context, there are a number of points that should be tracked and managed to ensure data is always properly fit for the business and marketing purpose.
For organisations to succeed, a balanced view of the 7C’s of data is critical. Read more
