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o, while marketers are trying to use data to build relationships, consumers just want seamless, modern service. That’s why across all sectors, we’re now seeing


old-fashioned brand loyalty give way to loyalty based on functionality, service and convenience. They are seeking a conversation that is


about them, or put another way, relevancy. However, whether you’re in retail or leisure,


the finance sector or the property market, data is everywhere, and its sources and uses are becoming more and more diverse. The days of one simple data set sitting neatly in one central system and being managed by one team are fast becoming extinct. In fact, it could be argued that big data is lots of small data dispersed around an organisation.


CONTEXT IS KING Bringing context into marketing decision making brings a new spin to CRM. Instead of customer relationship marketing, a better definition in today’s data-rich, always-on and connected world is ‘Conversations that are Relevant and Measurable’. By understanding the motivation behind the


behaviour, brands can move beyond tactical offers to deeper ongoing relationships where communications are not just about eliciting sales, but about giving consumers what they need according to a bigger picture of their life events. It’s looking beyond one transaction or online search and playing a longer game.


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