The first step is to make sure your data is accurate. Almost all companies are collecting data incorrectly. So we need to make sure it’s as accurate as possible.

We need to decide what the business objectives are, and what data we need to make those decisions. Data isn’t the be all and end all. It’s fine to see the data and make a decision that contradicts that, but as long as it’s done consciously, not through ignorance, that’s empowering.

The data moves from being passive, for reporting and making decisions, to being a valuable business asset you can use to power your marketing. From remarketing (which looks simple, but there’s a lot of tricks!), to CRM, to creating a complete segmentation model. You can then move into artificial intelligence and personalisation, which is where things get really interesting and there’s massive revenue opportunities. Let’s talk about unlocking your data!