This week’s Marketoon takes us through the various stages of data intrusion at the hands of unsavvy data management.
Fishburne’s take: Marketers are starting to go on a data diet, changing from an emphasis on big data (collecting as much data as possible) to lean data (collecting only what delivers immediate value). But they’re also re-evaluating their data sources, shifting from third party data brokers to the data consumers willingly share about themselves directly to a brand. Forrester coined the term “zero party data” for this volunteered data: “Zero party data is that which a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize her.”
Why we care: Marketers should absolutely focus their efforts on collecting data that delivers value for their business. To avoid alienating potential and existing customers in the scenarios depicted above, keep the customer’s needs front and center. Are your personalized communications delivering immediate value to the customer?
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