Benefits and Challenges of Customer Data in Marketing


Today's customers are savvy and technology driven, are always looking for options and are, clearly, exposed to a vast amount of information and substitutes; therefore marketers have been using consumer's data to create more effective and efficient campaigns that will not only attract new customers but will also engage the existing ones and will make loyal customers out of them. Here are 2 of the biggest benefits of using consumer data in marketing:

INTEGRATED PERSONALISED EXPERIENCE

Knowing who they are talking to and what their customers want can provide marketers the tools they need to connect and integrate all their marketing channels and be able to focus on the actual "individual" and provide for this one the best possible personalised experience. 

PREDICTABILITY 

Through their customer data, marketers are able to create more effective campaigns and predict what their customers will do next, this way businesses can offer and surprise customers with what they didn't even know they wanted; also, and most importantly, brands can prevent future problems customers might have with the brand and not only that they can make contingency plans on how to act on certain situations offering customers the best possible outcome. 
Managing big data also comes with challenges, companies can face fragmented and or inaccurate data, without an amount of information that is precise it is difficult for marketers to explore personalization fully and can even lead them to misjudge, mislead and misinform their customers which cannot only affect the customer-brand relationship but can also affect the reputation of the company, according to HelpScout (Helpscout.com, n.d.)
51% of buyers would not return after a bad customer experience. 
In conclusion, the usage of customer data can benefit brands by providing them the tools they need to create personalised effective marketing campaigns but can also mislead them into creating bad customer’s experiences if the information received is inaccurate or fragmented, it is sure that marketers should have the expertise necessary to be able to discern which information is usable and which one should simply be ignored.







References

Helpscout.com. (n.d.). 75 Customer Service Facts, Quotes & Statistics. [online] Available at: https://www.helpscout.com/75-customer-service-facts-quotes-statistics/ [Accessed 20 Feb. 2020].

Minkara, O. (2014). The Good, the Bad, and the Ugly in Using Customer Data for Marketing. [Blog] Aberdeen. Available at: https://www.aberdeen.com/cmo-essentials/good-bad-ugly-using-customer-data-for-marketing/ [Accessed 23 Feb. 2020].

Stringfellow, A. (2017). What is Customer Marketing Analytics? Benefits, Best Practices. [online] NGDATA. Available at: https://www.ngdata.com/what-is-customer-marketing-analytics/ [Accessed 20 Feb. 2020].









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