If we don’t use our data, who will?

I often get the question – is it really a marketer’s job to be ‘data mining’ for customer analytics? Oftentimes I am going to respond with ‘if we do not use the data, who will?”. I think that marketing is becoming more about the customer rather than our focus. We have been playing in aggregate user counts and web analytics software for too long.

I personally feel that the future of marketing lies in answering the need of the individual customer and is rooted in personalization. Knowing that, I think it is a great start to use the many sources of customer analytics at your fingertips.