INSIGHTS: HOW CUSTOMER-CENTRIC DATA BUILDS SUSTAINABLE LOYALTY

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THE POWER OF REAL RELATIONSHIPS

In this edition of Insights, Aimia Group CEO Rupert Duchesne puts the phrase “Big Data” in its proper context as a repeat of the CRM hype of the late 1990s. He also reminds us that, despite change in technology, market forces, and consumer behaviour, there is always one place we can center our data efforts where we have a reasonable expectation of success: on the customer. Rupert’s call to arms: to focus our marketing efforts on customer-centric data sets to build real relationships with our best customers.

To illustrate how we can achieve this goal, Rupert draws our attention to some of the current challenges facing marketers today — including the confusing hype around “Big Data,” the gap in analytical talent that often leaves promise unfulfilled, and our seeming inability to understand which data sets hold the most potential for insight. He draws on the work of our Aimia colleague Martin Hayward (“The Four Futures: The Aimia Digital Loyalty Survey” available on Aimia.com) to point the way to the future of real relationships. He then defines the characteristics of “real relationships” by drawing upon academic research and methodology arising out of Aimia’s own client work. Finally, he defines “customer-centric” data and illustrates how these smaller but more focused data sets can deliver measurable return that often dwarfs the return from so-called “Big Data” projects.