Customer data silos
In my previous roles in sales and marketing in the arts, I’ve come across a real problem, that many art institutions face, and that is understanding of customer data.
Many art institutions have outsourced their understanding of their customer data and find themselves in a situation where ownership and proper usage of the data could set them up for success. The knowledge around the importance of this data has of course been a slow one to emerge, and more and more art organisations are starting to realise that in order to do digital marketing they would greatly benefit from analysing their existing data.
So, here are four main reasons to begin looking into why you should have access to and preferably own your customer data:
Customer data should interact with other services and programs that you utilise. Having functioning API’s is crucial in todays world. Fragmented information is every marketers nightmare.
Smoother sales and marketing processes: the left hand needs to know what the right one is doing, and vice versa. This will help lower marketing costs and create relevant ad spend.
Creating CX strategies that are tailored to your organisation and its values. It will help you forge strong relationships with your core audience.
GDPR. Your customers are yours, and you really shouldn’t send them to a third party.
There are of course many more reasons on why to avoid data silos, and I’d be happy to help you find the solutions you need to make sense of it all.
