Trends & Innovation

How Data Holds the Key to Customer-Centric Marketing

By Econsultancy,

Produced in association with Acxiom, an enterprise data, analytics and software as a service company, this briefing explores the extent to which the use of data drives customer centricity and the key steps organizations need to take to instill a customer data culture.

The report also looks at the implications of consumer privacy regulation and the importance of the value exchange in a cookieless world.

Data maturity model

The briefing contains a matrix describing in more detail the five stages companies typically go through in their quest to become ‘customer-centric, data-driven organizations’.

It can be used as a roadmap by those aiming to move from a lack of processes and unstructured data (‘chaotic’) to managing data as a corporate asset (‘advanced’) and exploring adjacent applications of data to aid customer-centric marketing (‘optimised’).

There are four key pillars that need to be addressed:

  • Culture or mindset
  • Governance and leadership
  • Integration and visualisation
  • Analysis and insight

The following sections are featured in the report:

  • Data and customer-centric marketing go hand in hand
  • Connecting the dots: the stumbling blocks of modern data management
  • Fit for the future: instilling a customer data culture

Download a copy of the report to learn more. 

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: How Data Holds the Key to Customer-Centric Marketing (1.25 MB PDF)
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