Data-driven transformations: Using insights to rethink the customer journey

Being a digital marketer today requires more than just collecting information. To get the best results, organizations also need to integrate their systems, collaborate across organizational silos, and build teams with analytics skills. This study from MIT SMR in partnership with Google describes how leaders at Bayer, Sprint, and Tapestry Inc. are making connections across insights, teams, and technology so they can deliver better customer experiences.

Marketers today have a huge opportunity to deliver the personalized, relevant experiences that customers expect from brands. But that kind of transformation takes time, and it starts by building a strategy. For many companies, that means stepping back and taking a closer look not just at your insights, but also at your teams, technology, and organizational structure. By reevaluating these core systems, your company can lay the groundwork for a marketing strategy that gets real results.

This report explores three key actions:

• Unifying disjointed information into one integrated system
• Fostering collaboration across diverse teams and working to break down silos
• Building teams of savvy marketers with deep analytics skills

In the report, these industry leaders describe how they approach challenges that come with these transformations, how they’ve managed technology and organizational changes, and how they’ve reached their goals.