Recently I wrote an article for Travel Bulletin on how brands can build better brand experiences through personalisation.
In the article, I explore how using data can help your marketing efforts go beyond traditional brand building and lead to the development of deeper and more meaningful customer relationships. Part of developing these relationships with customers is knowing who your audience is and how to engage them, information that can gleaned by drilling deeper into your customer data.
Being able to unlock the full potential of your data does require the skills and experience of an expert. However, being able to harness it opens up a multitude of opportunities, from refined communications to smarter marketing and better creative.
You can take of read of the full article, and learn more about the importance of data in being able to deliver great marketing communications here.