Bridging the gap between marketing and insights teams
Editor’s note: Nataly Kelly is the CMO at Zappi.
In today’s insights landscape, technology has made it easier than ever to gather consumer data. AI is also reprogramming teams and processes, changing the fundamental way insights teams operate. In fact, investments in AI and data are surging, with 44% of companies hiring for AI or data integration roles this past year, according to a recent Zappi survey.
Yet, despite this technological momentum, many organizations remain stuck in a fragmented, reactive mode. Insights often exist across many silos instead of fueling everyday decision-making. For businesses, bridging the gap between consumer research and business action has never been more urgent.
However, insights and marketing professionals can overcome this challenge and embrace a common purpose. By working together across three key areas – tackling data fragmentation, embracing AI as an enabler and speaking the language of leadership – these teams can unlock the power of connected insights to help drive business growth.
1. Tackle data fragmentation
For marketing and insights teams, fragmentation is one of the most pressing challenges. It’s not uncommon for consumer insights data to sit across disconnected tools and systems that are managed by different teams. What this means is that insights rarely flow across the business in an integrated way, which prevents a holistic view of the data – making it nearly impossible to make informed and actionable decisions.
To fix this issue, most companies jump to the conclusion that they need to invest in new technology, but this approach only adds complexity. Companies need to first look at connecting existing and disparate tools (e.g., campaign dashboards, customer feedback tools, insights platforms, etc.) to create a system where data can flow across all segments seamlessly. But first, insights and marketing teams must communicate with each other about what technology solutions they already have to create an effective plan for a more integrated system.
In other words, fragmented systems don’t just slow insights and marketing teams down; they create inefficiencies, increase spend and erode confidence in decision-making. Businesses that can effectively tackle fragmentation will gain the operational efficiencies they need to unlock connected insights, enabling both marketing and insights functions to take more effective action.
2. Embrace AI as an enabler
AI can amplify the impact of insights and marketing professionals. For insights leaders, it can automate tasks, accelerate analysis and uncover hidden patterns across large sets of data. For marketers, it can open the door to real-time insights and the ability to quickly refine campaigns according to evolving consumer behavior.
However, AI should not be looked at as a cure-all. As mentioned, adding AI tools without evaluating how the existing technology and systems can be integrated can add yet another layer of complexity. AI is best leveraged in conjunction with a connected ecosystem – where data flows across both teams and functions. By using AI in this manner, it becomes even more powerful, giving marketers and insights teams the ability to create actionable intelligence that they can apply in real time.
But, companies need to make sure that AI is used as a force multiplier that enhances their human expertise. While AI can help speed up more mundane work and uncover correlations and anomalies, ultimately, it’s humans who provide the context and creativity to make those findings actionable and make an impact on their businesses.
3. Speak the language of leadership
Even if insights and marketing teams successfully integrate systems and use AI effectively, perhaps the most important component of all is ensuring these teams are aligned with the top priorities of the executive team. It’s not uncommon for insights and marketing professionals to deliver their findings and recommendations without the proper context that CEOs and CFOs focus on, namely profitability and growth.
These leaders are increasingly expecting insights to contribute to key company strategies, which means marketers and insights professionals need to shift away from advisory roles and showcase how they are helping the business prosper. By correlating connected insights with profitability and growth, they will be able to elevate the partnership to a higher, more strategic level. For example, it’s not effective for teams to simply share consumer sentiment scores. They must show how those scores tie directly to key metrics executives care about, such as reduced churn, new product revenue, increased conversion rates and more. When these teams speak the language executives care about, they will be viewed as strategic partners.
The future of insights
The future of insights is not necessarily about capturing more data, it’s about activating the data that already exists within organizations. By addressing fragmentation, using AI to amplify efforts and effectively communicating with leadership, insights and marketing professionals can bridge the gap between connected insights and business action. Because in the end, organizations that can use connected insights as the foundation for innovation and business growth will be the ones at a competitive advantage.