Bill Bruno is the CEO ofCelebrity.
The continuous Hummer and the rapid growth of artificial intelligence in marketing have brought various problems to the forefront that are largely ignored by organizations or individuals in organizations.
But when you talk about things from a guard perspective, it allows people to explain.Nowadays the "head in the sand" approach costs millions of dollars in value that they can generate in partnerships with consumers.
When you read this intro, you may think that this needs another article "You need a CDP" article, but it cannot be further away from the truth..
There are thousands of suppliers who tell funny stories about all the cool things that you can do with their platform, but they also assume the same assumption that your data is created for success.Subject and show their cool interfaces and slim demos instead.
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I thought it would be good to share a few stories from my time in the field for the past six months, because I think every story emphasizes what is really going on under the hood of a data technology and hopefullyThe stories do help to achieve real problems in a way that is easier to understand.
It should also be noted that these problems have been on site in large parts of my data career, and the growth and power of digital as a channel has worsened these problems.Expression "Waste I, Waste Out" has been around for nothing for a reason.
1. Verification of digital identity
The first story is about the verification of digital identity, which is the most confusing and exchanged topics in the industry today, in my opinion.All sounds the same.
So a dealer was looking for the decision program of a cross -border channel with a great focus on their site and experiences of mobile apps.Should not have investigated how they have consumer profiles on digital management and building.
In the end, about six months after the project, they realized that they had no way to remember anonymous users, and their decision only made it into gear when someone logged in. This cost them millions of bedsmudal in turnover because most of their consumers were not notWere helped or had better experiences because many do not log in.
2. Digital date
The second story is aimed at how important it is to bring structure into something that is not a structure of any structure: digital data.
If you read an analyst report about the fighting for digital data, you always see the possibility to integrate data or understand data.Model and leave it to the brand to build.
The story that comes to mind is about a telecommunication brand that chose to try to work with their existing technical stack and not to consider how they catch digital data to understand it.25 Full people who massage and transform data to themMaking useful in their other systems.
On the contrary, another brand, this time in the banking sector, chose to use a data platform that gave them a structured data model and saved more than $ 5 million in the first year by lowering their data control costs.
3. Availability of data
The third story is about the availability of data and it is the traditional situation in which organizations spend most of their time on the data and very little time to spend them.To adjust it a bit: "The more time you spend on the data, the longer it is necessary to be useful."
We do not live in a patient society, and when it comes to building better digital experiences, you have milliseconds to make an impact.That most human data are extremely delayed and with the pace of digital this means that the data is in value.
I have hundreds of stories about brands that were proud to tell us that within 48-72 hours for consumers they could do for consumers as a pride and that their jaws fall when they hear about other brands that do it in minutes or seconds.
The data problem is complicated, that is why there are so many heads in the sand, but the time is now to consider how you catch data in your digital channels and contextualizes.
You will always hear things like "our data is good enough" or "we don't have to catch more data" or "our existing suppliers work to improve their functions."waste.
Don't jump to the shiny toys and skip the data foundation's reviews, because it is used to be set for failure and cost you millions of dollars.
Forbes Technology Councilis a society that is only an invitation for CIOs of the world class, CTOs and technology.Do I qualify?
