Marketers, think outside the list
Columnist Jose Cebrian believes it's time to think of customer data as an “audience” instead of a “list,” but it will require meaningful measurement of that data and navigation of a multitude of tools.
As marketing evolves, it’s imperative that business leaders and marketers constantly assess their approaches and rethink their customer and prospect engagement strategies. I often write about customer data as corporate assets, but the language, tools and activities around customer data are changing.
Shifting from lists to audiences
Companies that are on a path toward marketing transformation need to be able to build personalized experiences based on real-time data in every channel. Some even want to monetize their audiences by selling access to them (or by not having to pay others for data on their customers).
One of the big paradigm shifts is the idea of thinking of customer data as an “audience” versus a “list.” Depending on your viewpoint, one could consider the two to be the same, but they are not. Yes, they comprise the same people, but the way they are organized, treated and managed is fundamentally different.
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