Marketers must move beyond backward-looking metrics and embrace AI-powered qualitative insights to anticipate emerging narratives, shape brand perception, and stay ahead of cultural shifts. Marketers face increasing challenges in determining which social narratives to engage with. Without staying ahead of these conversations, they risk irrelevance. Traditional data is backward-looking, analyzing content performance only after it has been tested against an algorithm, making it an inadequate tool for anticipating trends.

Here’s the deal: if you’re an enterprise brand looking to crush it in today’s competitive market, success hinges on your data strategy. Most brands already strive to create a complete, unified view of customers – but messy, fragmented data is usually the norm. So how do you bridge the gap? Download this guide and learn:

Access to centralized customer data (even if it’s not perfect!)

Everything starts with getting your data all in one place – which most brands are already doing, at least to some extent. This means centralizing all customer data across your tech and teams into a single repository or data lake, ideally in a modern data cloud like Snowflake, BigQuery, or Databricks. The key is to then make sure all that data is accessible to your marketing team from that central place.

How can you outpace the competition and drive revenue from your newsletter? How can you drive sustainable income from your newsletter without diluting your product or stretching yourself too thin? In this guide, you’ll get the strategies and tactics you need to drive revenue from your newsletter — from using your first-party data more effectively to generating income through tiered subscriptions, sponsorships, and premium content offerings.

Retailers are using the vast volumes of data they hold about customers to tailor the costs of products and services. This is similar to price gouging, only much, much creepier. We have become accustomed to prices surging for plane tickets as seats fill up or for hotels during peak travel seasons. While enraging, it has become normal practice. Similarly, we know that certain products are cheaper when demand is lower. But what if retailers are ratcheting up prices based on a profile that’s unique to us, taking into account our age, location and personal spending habits? What if the cost of a product is based on how much we desperately want or need it? 

Structured data gives marketers the clarity to make informed decisions and turn raw information into actionable insights. Marketers are spending more on data-driven tools than ever before, yet many campaigns still fail due to unreliable or fragmented information. Poor data quality costs companies an average of $12.9 million per year, with marketing teams among the hardest hit. Bad data distorts performance metrics, leads to misallocated budgets, and weakens customer engagement strategies.

This playbook explores consumer data insights, hyper-personalization, omnichannel tactics, loyalty strategies, and CPG brand success examples.

To win in a highly competitive and cost-conscious market, today’s CPG brands must deliver hyper-personalized campaigns that resonate with shoppers and align with their ever-changing preferences. But how can brands accomplish this successfully? By learning how to collect and understand the right consumer data.

Even though e-commerce is a fast-moving business with fleeting marketing opportunities, advertisers typically employ traditional demographics and other static characteristics to target consumers. These don’t reveal what a shopper is doing or where they are on the purchase path. They also cause missed opportunities and wasted impressions when ads get served long after purchase. 

Millions of online transactions occur each day and produce a lot of data. When viewed through the proper lens, those data points are organized into commerce audiences to predict the shopping behavior of today’s post-pandemic, tech-enabled, buy-anywhere consumers. 

The success of your business depends on how well you engage your customers. Highly engaged customers are more likely to buy from you and stay loyal to your brand. So you should stay on top of your customer engagement metrics to improve various aspects of your performance. This includes everything from the content you create to the customer care you provide.

This post breaks down some of the key metrics you need to track to understand customer engagement. Use this to find out the metrics that matter and how you can measure them.