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The power of customer data
Journal of Digital & Social Media Marketing,
10
(4),
306-311
(2023)
Abstract
This paper attempts to encapsulate the myriad changes that have taken place to the world of data, and how businesses interact with it, since the 2000s began. The collection and organisation of data regarding customers specifically has become so delicately entwined with marketing effectiveness that companies who have undergone effective digital transformations have leap-frogged those who have not. Once the necessary systems have been set to accomplish the above, the correct usage of that customer information becomes yet another hurdle to face.
Keywords: data strategy; digital transformation; marketing strategy; identity resolution; marketing operations; use cases; lead scoring; customer journey
The full article is available to subscribers to the journal.
Author's Biography
James Burnham is a Customer Success Architect at Tealium. With over ten years of experience in digital strategy and six years in working directly with large enterprise level accounts, James Burnham has explored the tech stack and data structures of many different verticals. Currently, he works as a Senior Customer Success Architect II at Tealium Inc, where he with the digital strategy of many enterprise clients internationally.
