Data overload can often hinder a brand’s ability to create an impactful customer touchpoint or deliver differentiated customer experiences.

Customer data has become as valuable as gold to brands. And as modern marketers access and integrate increasing sources of data, their reserves grow. Such data overload means they are rich with information – but not necessarily the insights necessary to drive high ROI.

An organization’s ability to sustain, compete and thrive is increasingly driven by how well it can deliver differentiated customer experiences – ones that are individualized and consistently delivered across channels.  This requires embracing technology to leverage data, apply analytics and orchestrate customer touchpoints across channels in real time. Serving today’s evolving consumers means leaning into data-driven insights to engage them with the right message at the right time. What can often hinder a brand’s ability to create an impactful customer touchpoint, though, is too much data. Unfortunately, data sometimes creates more noise than value.

To better understand this issue of customer data overload, including the challenges and opportunities that lie ahead for brands, I connected with Rob Fuller, Managing Director, Customer Data Orchestration, at Accenture.* Having spent decades working with companies at the intersection of marketing and technology, Rob details how brands can use data to deliver better and more transformative consumer experiences.

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