How to maximise customer data value

An introduction to the DbG Cognition Process

There are 4 key reasons that organisations fail to realise maximum customer value from their data:

  • An over reliance on technology
  • Poor business case development
  • Poor measurement of ROI
  • Inability to implement appropriate organisational environments

The diagram below illustrates where our research pitches many businesses – fully laiden with technology, lacking some crucial customer data but relatively barren in the form of insight and application.

Once a business has identified its weaknesses it then has to link these against the businesses own objectives to identify the areas of focus for success. To do this we have developed a proprietary service called ‘Cognition’.

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The Cognition Process is a tool for understanding how that value can be realised.

The Cognition Process has been used to establish and sustain some of the most successful data driven strategies across a range of vertical sectors and territories. Continuously developed over  40 years, it enables Senior Executives and Marketing Managers to pinpoint just what data is crucial in the delivery of their organisations key strategic objectives.

Cognition recognises that an effective data driven strategy boils down to the following 4 key areas:

  • Technology – Are you driving it or is it driving you?
  • Quality of data – How complete is your data?
  • Insight – How intimate is your knowledge?
  • Ability – Are you organisationally equipped?

Organisations using Cognition are able to determine:

  1. What data that is crucial to commercial success.
  2. If the technology deployed is relevant to the required outcome.
  3. If the data available to the organisation is sufficiently enriched for its needs.
  4. That data available provides sufficient insight to ensure the delivery of the strategic objectives.
  5. If the company is structured and skilled to both maximise data collection, interpret the data and put it to the best use.

 
Find out where your organisation is most at risk by completing the Customer Value Assessment. It takes less than 10 minutes to answer the 31 questions and we deliver back to you a clear and concise view of the areas of concern in your businesses regarding both the use and management of customer marketing data.

For a copy of the CVA questionnaire please send an email to beyond@databasegroup.co.uk and the questionnaire will be sent by return or call us on 0117 918 3500.