. Banks provide a great example of how a customer journey evolves. The relationship begins with a student account or credit card. Later, that customer needs an auto loan, then a mortgage and maybe life insurance. By knowing where customers are in their life journeys (and therefore their customer journeys), a brand can follow them through the cycle and meet those evolving needs as they arise rather than focusing on all products all the time. Data helps pinpoint these crucial moments. THE DATA MATURITY INDEX: PEOPLE, PROCESS, TECHNOLOGY Achieving this level of understanding—and making the most of your data—requires three key elements, says Vish Ramkissoon, Publicis’ Vice President of Decision Sciences: people, process and technology. Together, these elements result in what Publicis Hawkeye calls the Data Maturity Index, a measurement of a brand’s effectiveness in using data to leverage opportunities. PEOPLE DRIVE DATA INSIGHTS The first element, people, involves making sure that those within the organization know what data to gather and what to do with it. Data scientists are naturally the foundation of this group, but other divisions—like the creative team and the front line client service staff—need to understand data as well. The more people understand how to interpret and use the data, the more valuable it becomes. “There are things you can do [in direct mail] with folds and scents and textures and die cuts. There’s no other channel that can truly DELIVER A BRAND EXPERIENCE LIKE PRINT.” –Vish Ramkissoon, VP of Decision Sciences 9
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