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How Marketers Can Use Data to Create Great Customer Experiences

How Marketers Can Use Data to Create Great Customer Experiences

Zach Brooke

Quick: What skills do marketers need in 2017?

 An easier question to ask might be what’s not needed. Whether it’s classical business acumen, communications expertise or tech and data proficiency, there’s seemingly no tool that’s too specialized to be considered outside the realm of marketing.  

Learning to bridge those areas is the single most important task for 21st-century marketers, and, like any summit, can be demoralizing. But instead of focusing on outstanding proficiencies like a checklist, perhaps it’s better to focus on the goal of deploying those tools in tandem: experience. Warren Tomlin, chief experience officer for IBM, says that providing a better customer and employee experience is the North Start that all companies and individuals should chart their courses to. Then use their skills to set sail.

Q: What are the keys to great providing great experiences in 2017?


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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.