April 26, 2017 | Advertising & Marketing | B2B | Marketing Technology
Dell is in the midst of a three year planned digital transformation.
eMarketer: How do you maximize technology?
Forsythe: The focus is really on understanding the customer profile. You really truly need to comprehend the customer to produce content to build the infrastructure. Everything revolves around that customer.
To do so, we’re evolving our preference management system. To develop trust with the customer, we need to be very transparent and share with the customer: “Here’s what we know about you. Here are the interests that we think are associated with you. If we’re wrong, please tell us, or if you don’t want us to leverage this information, tell us as well.” We’re completely transparent with the customers.
Marketers are also using large data sets to evaluate fractional attribution of their marketing investment so they understand, across the complete buyer’s journey, where investments are increasing the greatest yield. We take advantage of this to dramatically lower the cost and generate a higher revenue number per customer through personalization.