Companies must put data at the heart of their marketing strategies. Today, they have significant amounts of information generated by their customers, and the exploitation of this data is essential to build a continuously enriched customer knowledge repository.
Regardless of their approach to client knowledge, marketers must be able to make operational use of the data they have to achieve their twin objectives—customer satisfaction and, ultimately, ROI. But big data and artificial intelligence are making data exploitation more and more efficient. The data scientist thus becomes a key player in the value chain when it comes to customer relations.
Marketers must include an analytical and technical dimension in their strategies, all the while remaining responsible for business issues. Indeed, it is by combining these three areas of expertise (technical, analytical and business) that they will be able to increase their client knowledge, which allows them to personalize their relationship with the client.