Data-Driven Creativity for CX + Big Tech CDP News

Here in our Podcast to get more diverse voices  to talk about their view of CX, we talk to Akhilesh Tiwari from TCS  about the practicalities of aligning technology, data, and creatives to  deliver CX. Here are the questions Akhilesh raises for marketers: Do your back-end systems support the  marketing vision for CX? Are you forgetting the impact of back-end  functionalities and alignments in the quest for cool front-end CX  elements? What role can a CMO play in bridging these gaps? What does it mean to build a data-driven creative approach to CX? Are the KPIs around customer interactions aligned with the KPIs of the rest of the organizational functions? Are you personalizing to an individual  or to each transaction of the individual, wherein she may bring a  different persona and context to each transaction? Data and tech are critical, but as  humans, we respond to stories and imagery – not to technology or data.  How can data-driven martech help with creating engaging stories and  experiences?

Delighted to welcome Tom Fishburne, the founder, and CEO of Marketoonist -  you can't have missed them, they’ve been featured in all the big  business publications and of course, you may recognize the style in  several brand campaigns as well Segment 1: in conversation with Tom Fishburne You’ve said in a lot of interviews  that you like to start with the pain points before creating a message  or a cartoon. Aside from observing and listening skills - what are your  top tips for marketers to be able to really catch on to those pain  points? You say that ‘we need to evolve as marketers’ – in what ways do you think marketers need to relook at themselves and reimagine the work we do? If you had the power to change one thing about marketers today, what would it be? Marketing organizational structure is  an area that has seen a lot of change over the last few years. We  suddenly have a lot of new CXOs in marketing- chief digital  officers, chief customer experience officers, marketing ops leaders,  chief data officers and so on- now these are the same people who talk  about the seamless, channel or platform or device-neutral CX – and yet,  we divide marketing roles by digital and non-digital marketers. Is there  a disconnect here?