Here are some highlights from the discussion:
- Analytics provide insight into what customers need, value and experience. When individuals willing share information about themselves, marketers owe it to them to use those insights to deliver an extraordinary experience, service or product.
- Firms may want to consider evaluating the human return on investment (HROI), which means “using analytics in a way that leaves people feeling good about their interactions with us.”
- The best digital marketing brands focus on reducing friction in the shopping process and to anticipate customer needs—even before customers realize their needs.
- CMOs must represent the voice of the customer. “What has worked for me is to keep it simple: Think. Feel. Do.”