Table of Contents

Part 1: Resolve Downstream Data Problems with Customer Data Technology
Even with countless investments in customer engagement technology, brands still have a difficult time developing enough of a customer understanding to deliver relevant experiences at every stage of the customer journey. The reason? Technology that fails to deliver data that is ready for enterprise-wide use – data that is complete, accurate, timely, actionable, trusted and compliant.

Part 2: Customer Centricity Begins with the Data
There is work to be done to close the customer experience gap, which measures the CX that customers expect vs. the personalization that brands deliver. Much of the reason for the disconnect stems from data, process and team siloes that are set up operationally around a product, service, or channel. A focus on data readiness puts brands at the starting blocks for liberating their data across the enterprise.

Part 3: The Evolution of Customer Data Technology – coming soon
There have been many attempts to use technology to replicate the famed “corner store” experience, only at scale and across digital-first journeys. Overpromising and underdelivering is a common occurrence, mainly because moving data from A to B or performing a basic match fails to develop the depth of customer understanding that’s needed for real-time relevance.

Part 4: The Cost vs. Control Trade-Off in Liberating Your Customer Data – coming soon
Most brands intent on competing on CX understand the value (and necessity!) of a single customer view. A cost vs. control calculation plays an outsized role in whether unified customer profiles are created in the cheapest or most secure way possible. The cost vs. control calculation is evolving, helping to put brands on a glide path to personalization excellence.

Part 5: The Heart of Customer Data Technology: Minding the Data – coming soon
Enterprise-grade customer data technology that makes customer data ready for business use – a solution that puts the “D” in customer data platforms (CDP’s) or any other related application – makes the collection of customer data and creation of a unified profile a competitive differentiator. A differentiated customer experience is about data readiness, fully preparing customer data for any CX or business use case.

Part 6: A New Approach to Choosing Customer Data Technology– coming soon
All customer data technology is intended to solve a data problem. But traditional methods of solving data issues have mostly fallen short. IT as overseer leaves some important gaps, and even most CDPs overlook the importance of turning raw data into meaningful, accurate, up-to-date and detailed customer experience data.

Part 7: Enterprise Data Readiness – The Key to Filling the Gaps– coming soon
A data readiness hub helps fill in the data quality gaps that creep in when IT and business functions (e.g. marketing) each have different ideas about how best to not only improve data quality, but how to make sure that it is ready to improve CX. A data readiness hub provides the right data that is also fit for purpose – data that is complete, accurate, timely, actionable, trusted and compliant.

Part 8: Real-World Examples of how Data Readiness Delivers Impact – coming soon
A 20 percent lift in market basket size from a personalized buy online, pick-up in-store initiative. An 80 percent reduction time to build new segments, with a 4X productivity gain by activating those segments across omnichannel journeys. Real-time data activation producing a 79 percent lift for multi-stage campaigns. From simple to complex use cases, the state of data readiness produces tangible results.

Part 9: Advance on the Personalization Maturity Curve – coming soon
The liberation of customer data unlocks true data-driven personalization. But data readiness is not a cookie cutter exercise; a business’s use cases will determine the depth of understanding and the capabilities needed from a customer data technology standpoint. Wherever you are on your personalization journey, incremental steps of improvement are possible with the right customer data technology in place.

Part 10: Liberated Data and the Art of the Possible – coming soon
What’s next? The series conclusion will focus on the art of the possible when data readiness becomes the reality. Data readiness for AI, data readiness for paid media, data readiness for a retail media network. Whatever it is your business wants to accomplish, everything becomes possible when your data is accurate, timely, complete and actionable to be able to engage is active, dynamic conversation with customers, members and other stakeholders about any use case – and through any channel.