Integrated Marketing:
Making Data Work for Your Customers
As audiences are increasingly ignoring the barrage of today's advertising messages, customer data plays the critical role in helping marketers become relevant in each medium and message we craft.
Elana Anderson, Forrester Vice President and Research Director, focuses her team's research on the changing role of marketing in an era of media fragmentation, interactive media, and fast-changing consumer behavior. In this webinar, she combines two of her specialties- customer analytics and marketing technology.
Specifically, this webinar includes:
- The difference between only coordinating marketing channels and truly integrated marketing
- Key characteristics of firms with "very integrated" customer communications
- Common shortcomings in customer data profiles
- Best practices in organizing customer insight teams
Elana also answers questions such as:
- How can organizations become data-centric without being overwhelmed by data complexity?
- What key factors should be considered in a customer data strategy?
- How do "customer insights" teams' contributions mature over time?
