Data-based customer experience: digital marketing expert sees pent-up demand in the industry

"Internet users today are accustomed to the customer experience of major brands. As a result, their expectations of the online customer experience are now very different to those of a few years ago"said Jennie Hagen in her presentation at SOM. By constantly developing and using the customer data they collect, the internet giants are able to predict customer needs more and more accurately. Keeping pace with this is a key task for digital marketers.According to Hagen, the actual utilization of various data sources, which are often collected in reality but rarely used to control and refine campaigns, offers particular help. However, it is only through the use of correct data that machine learning and automation become truly relevant and create more efficiency and relevance for users, for example through personalized approaches.

Data and machine learning are no substitute for expert knowledge

However, even if the degree of automation increases with the use of data and machine learning, this does not mean that the specialist knowledge of experts is no longer needed, emphasizes Hagen. This awareness is also widespread in the industry: In fact "Only nine percent of campaign managers are worried about their professional future." Specialists are still indispensable, especially when it comes to analyzing data and providing the resulting advice. Hagen recommends that they should broaden their expertise in the future in order to be equipped for closer collaboration with data scientists, for example.