The future of marketing is driven by data
Data has never been as important for marketing as it is today. Customer data volumes are growing
as digitalization and online sales accelerate. With a sudden surge in e-commerce growth over the last
decade, ensuring a single view of the customer has become fundamental to buying journeys, and the effort to implement this has only accelerated with the COVID-19 pandemic. In 2019, retail e-commerce sales reached US$3.35 trillion, representing growth of 20.2% compared to 2018. In 2020, they grew by 27.6%, reaching US$4.28 trillion1. The rapid growth of e-commerce has increased the need for real-time insights to accommodate the speed with which customer behaviors change, especially under the radically different social conditions we have experienced in the last 12 months. In times of crisis, it is particularly important for marketers to provide customers with personalized and relevant communications that at the same time consider the wider context. Increasingly, consumers also expect instant responses from the brands and companies they interact with, which requires agility and data intelligence. Data-driven marketing provides the basis for enhancing the experience and driving customer loyalty.
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