Part 5/12:
Helen emphasizes that data plays a central role in this strategy. As capabilities in data analytics and insights become top priorities—ranking in the top three capability gaps—organizations seek to evolve from gut-feeling campaigns to data-driven decision-making. Accurate insights enable marketers to optimize spend, improve customer engagement, and measure campaign effectiveness.
From Hindsight to Foresight: The Power of Consumer Data
Helen illustrates this with a relatable scenario—analyzing a typical consumer, depicted as a busy mom of two preschoolers living in an urban setting. She highlights how, historically, limited data like point-of-sale records offered only a superficial view of customer behavior.