#26 Using Data to Drive Deeper Insights

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Marketing, Business

4.9 • 113 Ratings

🗓️ 23 July 2019

⏱️ 7 minutes

🔗️ Recording | iTunes | RSS

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Summary

Many companies got on the “big data” bandwagon early, driving it on a path of growth that IDC predicts will reach in excess of $200 billion by 2020. Many realized that with big data came a lot of tough decisions about which data to look at, and how to sift through it all. Everything from financial and sales data, to website analytics, to real-time social media listening tools can clutter any database and reporting tool. This creates overload and confusion, often resulting in marketing and sales reports based on what data is easy to obtain and make sense of, rather than what data is valuable to understand.

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Transcript

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0:00.0	This episode is brought to you by Oracle. AI may be important, but it needs a lot of processing speed, and that gets expensive, fast, upgrade to the next generation of the cloud.
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0:24.8	Breaks Mosaic. Take a free test drive at Oracle.com
0:28.5	enhance.
0:30.3	Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the
0:35.6	Agile. World. Welcome back to the Agile World. This is Greg Kilstrom.
0:41.6	The last few episodes I've been talking about what sets agile brands apart from other brands.
0:48.0	In the first part of this, I talked about one of the things is having an open dialogue with customers. So really not just
0:55.3	responding to complaints but also listening to and taking suggestions and incorporating
1:01.9	feedback that's heard either direct from the customer or through
1:06.4	you know third-party sites things like that into future products services and everything.
1:12.6	In the next episode I talked about telling genuine stories and I used a couple examples
1:17.5	from Oldsmobile, Starbucks, Nike to kind of demonstrate both what not to do, which is telling a story but one that
1:27.0	really doesn't resonate either with your audience or with your values as well
1:31.8	as what to do which is, which is to align something with what you believe
1:37.5	and what your audience believes and what they can really get behind.
1:40.9	Today I'm going to talk about how Agile Brands use data to drive
1:44.6	deeper insights and greater growth. So, you know, unlike the listening to the
1:50.8	audience which is what I would say more qualitative, qualitative feedback,
1:56.9	this is using more quantitative feedback and really trying to understand through the voice of analytics versus the voice of the customer,
2:06.8	what do your customers want?
2:09.9	What can you do to better serve them?
	...

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