Summary: Gary Laben from permissioned-first party research data provider Dynata tells us how marketers can use research-based data to bridge the gaps in our understanding of the customer. ‘Understanding the consumer’ is easier said than done (understatement of the year!). As Gary Laben from Dynata, David Raab from the CDP Institute and Anand Thaker of Intelliphi discuss in this episode of The Talking Stack, it will take a lot of technology and a lot of skills to do that in any meaningful way. Certainly, more than one methodology is needed to assemble all the data and insights needed to minimize the gap! And in today’s episode, we see how the present tech-enabled, democratized version of first-party research can help marketers do just that. Here are the top 5 areas of discussion in episode 62 of The Talking Stack: 1. The ‘democratization’ of research and how the technology around market research is changing and evolving the space from the ‘do it for me’ model to the ‘do it together’ model and finally the ‘do it myself’ model 2. Is everyone a market research expert? What are the skills needed to avoid the simple and not-so-simple mistakes we make when it comes to conducting and leveraging research-based insights? 3. Do we overestimate what’s possible with data? What are the limits with how much we can react and respond to what the data is telling us? Anand, David and Gary take us from the philosophical to the practical when it comes to humans understanding humans and how e data can be used as ‘a basis for the actions.’ 4. Why marketing teams will shift focus from customer intimacy to customer primacy and customer centricity in 2020 and beyond 5. David’s apt wrap-up quote: “Personalization and great customer experiences are not the same thing.” You may not need a lot of data to deliver great customer experiences – there may be basic but valuable experiential things that get deprioritized because we are focused on chasing the more glamorous data-driven or technology-driven aspects of experience. if possible, find a minute to follow us on SoundCloud , Spotify or leave us a review on iTunes and we'd be grateful. Have a great week.Thank you.! https://www.martechadvisor.com/multimedia/podcasts/how-to-use-insights-from-permissioned-first-party-data-62
