S3 | Ep 9 | Data Strategy; Why Customers Should be Front and Centre with Ed Child, Global Head of Consumer Data & Digital Analytics at Costa Coffee, and James Miller, Product & Strategy Director at Carruthers & Jackson
In Episode 9 of Season 3, of Driven By Data: The Podcast, Kyle Winterbottom is joined by Ed Child, Global Head of Consumer Data & Digital Analytics at Costa Coffee, and James Miller, Product & Strategy Director at Carruthers & Jackson, where they discuss why customers should be front and centre of your data strategy, which includes;
- Why businesses are doubling down on data and analytics and the relationship with your customers
- Why data strategies have historically been dry, architectural documents
- Why your customers should be at the heart of your data strategy
- Why good businesses can articulate a really strong story about their customers
- The importance of recognising internal and external customers
- Why it’s important to be able to tell the story of data through the lens of the customer and/or consumer
- Why many organisations don’t realise what they’re getting themselves into and underestimate what it’s going to take
- Why the shiny objects rule the day
- Why understanding the vision for a data strategy is critical
- Why "customers" are a language that the business understands
- Why the data product way of thinking helps to get closer to the customer
- Why business buy-in is where many data strategies go wrong
- How changes in customer behaviour and expectations affect the data strategy
- The role of personalisation within the data strategy
- Why a data strategy should be a process not a document
- Why customers are now more aware of the value exchange of their data
- How 1st and 3rd party data changes impact a data strategy
- Why organisations are now doubling down on untapped 1st party data
- Why the days of having a 3-5 year strategy are gone
- Why customer-centric and data-driven are one and the same
