Marketing Insights: Marketing Teams & Leveraging Data

A company just purchased a syndicated study to see how their performance compares to competitors. A team member has utilized PowerSource to comb through the data, creating one-of-a-kind tables and presentations. The metrics have been reviewed by the C-suite to identify growth opportunities. 

But was the marketing team included in the process? 

"Marketers can use J.D. Power data to better target their messaging and refine their audiences," said Sarah Baggett, senior marketing specialist at J.D. Power.  "When you think of customer experience data, you might immediately think of product and strategy teams, but don't underestimate the power that data can hold for the marketing team." 

What can a marketing team do with all that data?  The right data can help a team better serve underrepresented market segments and clearly communicate positioning to stakeholders.  It can also help identify barriers in the customer experience journey, such as low awareness of communications or digital outreach options.  By incorporating the Voice of the Customer into marketing activities, doors are opened to more targeted and impactful customer interactions. 

With today’s high customer expectations for service and experience, guessing consumer needs simply will not cut it.  It is important to understand that Voice of the Customer data is representative of what real customers think about a brand and can help identify potential areas of improvement. 

“Marketing teams can leverage data into more effective communications with stakeholders, which in turn can improve overall customer satisfaction scores,” said Baggett.  “Data can and should be used as a cornerstone of your marketing plans, not an afterthought.” 

Our marketing insights series will continue throughout the coming months.  Check back for the latest insights each week.