Customer data is so often scattered acrossed many different systems. This makes it difficult to create a 'single view of the customer' - even more challenging to keep the data quality coherent and consistent. As a marketer I've always wanted to have a way of federating data into a customer database that could do all of the hard work of assimilation and data crunching for me, so I could spend more time getting under the skin of my customers and running effective campaigns.
For a decade I co-founded and ran NDMC Consulting - a management consultancy focused around the subject of customer science and research. In the early 2000's we pioneered Customer First Thinking in the UK public sector and went on to develop market research and analysis methods in the private sector to enable organizations to get more value from their customer and market research investments. Even so, we always lacked the tools to do the job as well as we wanted to and spent most of our time playing with spreadsheets and PowerPoints.
Cloud CRM data marts are something new.
Based on cloud computing technology, a Cloud CRM data mart is an information management platform that harvests customer-related data from wherever it's housed, augments the extract, transform. merge and load routines required to make it useful and then provides user interfaces, reporting, visualisation, charting, mapping and othr such tools to enable marketers like me to make sense of customers, cluster them into useful groupings, create ideas for new products and services, new promotions, new campaigns - and test them out. In short, a Cloud CRM Data Mart becomes the repository of your customer landscape data and then takes on the role of managing the end-to-end process of accelerated business innovation.
While the technology is itself quite new and very impressive, the methods and competencies needed by organizations to exploit the 'customer science' behind these platforms also represents NEW TERRITORY.
In this presentation I introduce the topic of Customer Science and how Cloud CRM Data Marts are making it 'doable' in the 2010s. Thank goodness. We marketers have waited so long for the tools.