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Practice paper

Customer-centric experiences through data

Chris Slovak
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (3), 206-213 (2019)
https://doi.org/10.69554/LGHH7590

Abstract

As brands shift from product-focused to customer-centric business models, their interactions and relationships with consumers are both driven and defined by data. As digitisation accelerates, increasing competition and putting more power in the hands of consumers, brands must use clean, accurate, high-quality data to deliver valuable, positive experiences that will result in a sustainable advantage. This paper outlines five key factors companies must consider when using data to create customer-centric experiences and empower marketers with the data-driven mandates generated by these continually evolving elements.

Keywords: customer-centric; customer experience; data layer; brand relationships

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Author's Biography

Chris Slovak is the Vice President of Global Sales Solutions at Tealium, leading a global team of sales and partnership solution consultants. Serving as a key technical advisor, he helps customers, and potential customers, understand how Tealium’s real-time customer data orchestration solutions can help solve their unique digital and data challenges. Chris has more than 10 years experience as an online advertising professional including positions at Yahoo!, SearchForce and Hookit.com. His background and expertise is in search and display networks and exchanges, paid advertising, website architecture, and social network development. Specialising in data management and governance; Chris has helped companies manage, organise and understand their data in increasingly complex martech configurations.

Citation

Slovak, Chris (2019, February 6). Customer-centric experiences through data. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 3. https://doi.org/10.69554/LGHH7590.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 3
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